Chuck E. Cheese

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