HOW  TO  GET  THE  SKINNY      


A research project connecting award-winning telco Skinny to their audience.

 Skinny has been a ridiculously successful brand in the last few years. But they have a relatively undefined audience. United by a feeling more than they are a demographic – and an interest in the ‘hack’, a term the business didn’t really understand beyond ‘cheeky advertising’. 

We decided to conduct some consumer research for them, in the most unconventional way possible – by hiring a comedian to interview people of all ages across Auckland. 

And in between the chats about Monopoly Deal, cheese toasties and illegal side hustles – we had conversations about values. We got to the bottom of what gets these people ticking; their passions, fears, grievances and shortcuts.

Then we made a book with the findings and gave it to our clients. Some of the most honest consumer research you can get.