Challenges
Some brands and products, particularly in the food industry, can successfully market themselves to certain segments of consumers by capitalizing specific taste profiles and occasion-based marketing. The issue with consumption information is that, more often than not, it’s based on recall and that may not always be the most accurate way to measure what consumers actually did. Our client came to us wanting to understand what consumers were eating out-of-home to find out what the habits were and in turn try to identify opportunities or gaps for innovation.
Approach
Using certain methods, we were able to obtain in-the-moment data of what consumers were eating, where they were, etc. So that gave us a very accurate and very comprehensive recall-free information on what was going on during each out-of-home occasion which cannot be achieve via regular research methodologies. What made it powerful was that we could see things happening in real time and could intervene to ensure quality if we needed to.
Results
The number of occasions we got back helped us to paint a picture of not only what was going on in the out-of-home eating experience, we managed to get other useful metrics like frequency, etc. as well as what beverage (by brands) pairings were going on, which helped us to give a very clear understanding to our client on Share of what sort of food, cuisine, beverages work during breakfast vis-à-vis lunch, dinner, supper. Coupled with real images from the life of consumers, we managed to weave a powerful story.