in-home study reveals insights for new marketing opportunities
A major consumer goods company sought to improve the positioning and likely success of a new food product they had developed and planned to launch.
Twenty ethnographic interviews were conducted with men and women who were medium to heavy users of the category. Participants were instructed to shop for and prepare one of their favorite meals. The ConsumerDNA ethnographer observed the entire process and asked probing questions at each stage – shopping, preparation and consumption. The probes centered around consumer needs, motivations, desires and obstacles related to each stage and to the category specifically.
The study resulted in a mapping of the shopping and consumption process with opportunities noted for brand communications, media, merchandising, product features, product communications, and packaging.