New opportunity scoping: A pan-European qualitative research project to understand culinary behaviors of consumers.
Client
Multinational food and beverage company
Services
Research
Background
A multinational food and beverage company identified an opportunity to grow its Snack business into 'culinary' occasions and experiences.
To provide understanding and insights into culinary behaviours and occasions across Europe, we conducted remote research study with 60 respondents across five European countries to explore key questions and hypotheses.
Our research and recommendations provided the foundation for a collaborative process to integrate this learnig into the business, through a series of opportunity scoping and strategy development workshops.
Approach
Over three months, to ensure a true cross-cultural representation, we've closely worked with Insights and R&D teams from each region, as well as specialist translators to reflect local nuances.
We designed and moderated research remotely across ten days of engagements, using an interactive online platform, where consumers were provided with several online and in-person tasks to complete. Cross market insights were integrated with a wider team strategy workshop where opportunities where identified and prioritised at a sector and market level.
Impact
Alignment on cross-market understanding of consumer barriers and motivations by bringing to life multicultural contexts
An innovation strategy that integrated research insights into the business' annual planning cycle
Our work in action
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