Project Context
In a simulated media planning scenario, our team was tasked with developing a targeting strategy for Chipotle within the competitive quick-service restaurant category, where audience overlap and brand differentiation present ongoing challenges.
Strategic Objective
The objective was to identify high-potential consumer segments using syndicated data analysis and structure a defensible rationale for media targeting and allocation decisions.
My Contribution
I focused on quantitative audience analysis, translating large-scale consumer datasets into actionable segmentation logic.
• Leveraged Simmons MRI data to analyze QSR(Quick Service Restaurant) category consumption behavior and brand usage patterns
• Identified demographic and behavioral clusters aligned with Chipotle’s positioning
• Evaluated reach potential and consumption frequency across segments
• Structured findings into prioritized audience profiles to inform targeting decisions
Strategy Contribution
Our analysis revealed that while the target audience is highly digitally engaged and streaming-dominant, they are also skeptical of traditional advertising formats.
Rather than relying on broad reach or interruptive placements, we reframed the strategy around contextual, integration-first media environments aligned with their behaviors and values.
This led to a behavior-informed allocation framework prioritizing streaming audio, gaming integrations, micro-influencers, and experiential sponsorships to drive more authentic engagement.