Chuck E. Cheese (CEC) contracted with Integrated Insight to conduct research to better understand recent trends in visitation. Qualitative focus groups were held among the target audience to provide a ‘deep dive’ on the brand’s position within the competitive set by identifying motivations for a category visit and reasons for selecting CEC; determining barriers to visiting CEC and reasons for selecting a competitor instead; assessing why category users are visiting less than in the past, and what are they doing instead; and developing an understanding of the key brand attributes for CEC and key competitors, and how they may have changed in recent years. Following, we conducted a quantitative study to size the barriers and test potential brand positioning.
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Services: Research, Focus Groups, Concept Testing for Marketing Food and Beverage