ELMER’S GLUE
The Ask— How should Elmer’s best connect with the ‘modern crafter’, despite their childish connotations?
The Deliverable— A comprehensive definition of this elusive ‘modern crafter’ — and the way Elmer’s can reposition itself to finally stick the landing with them.
Research Methods— 10 1-on-1 interviews, 55 survey responses, crafting class observations, social listening.
To best understand the modern crafter, we need to break down why they craft.
The partners I’m happy I stuck with:
William Paulino, ST
Mason Barbour, ST
Leah Glass, ST
Emily Woods, ST
Susana Fravell, ST