ClaireTalk: Turning Data into Dialogue

Client: Iceland

Three hundred and forty-eight data studies. One thousand and forty-four audience cuts. Over five years, the7stars built a vast intelligence bank to understand Iceland’s core consumers.

Until 2019, Iceland had an incredibly successful business but lacked an understanding of who their consumer was beyond purchasing at Iceland. In order to support brand growth, audience understanding and focus felt critical to inform the entire business: from product development to creative messaging to brand positioning to media channels. As such the7stars led the creation of their first target audience, Claire. Claire has since had evolutions to evolve with the changing grocery shopper but has still retained its core components of being a family-focussed, time poor savvy shopper. But in 2024, we faced a new challenge: how do you make thousands of data points accessible, memorable, and continue to keep the consumer at the heart of decision making with a fast-moving, multi-agency business? ClaireTalk was born out of necessity. Whilst we had incredibly rich insight on Claire, it sat across multiple platforms, formats and teams. So comprehensive, yes, but increasingly hard to access, absorb or act on quickly. At the same time, the Claire audience was evolving. We needed to bring the entire Iceland business; across trading, marketing, commerce and agencies, up to speed. Fast. Added to this there was no additional budget. No extra headcount. What we did have was deep knowledge of Claire, a bias for innovation, and the belief that insight should be experienced, not