How we helped uncover insights to inspire new desserts
Objectives
To understand attitudes and needs to eating sweets and desserts out of home with a view to unearthing insights to inform new product and category development.
FMCG market research approach
- Research planning workshop preceded by trade observation and secondary FMCG market research to investigate the current range of products on offer out of home.
- Creation of advertising and also creative stimuli to provoke insights on needs and for new product opportunities.
- Family group discussions in various out-of-home eating establishments and also creative consumer workshops with different demographic groups.
- Analysis followed by debrief and finally a working session.
Results
Provided a series of visual and written insight platforms to inspire and focus product development. In addition to many pointers to improve operations in a key trade channel. In turn this also helped cement trade working relationships with a leading restaurant chain.
The delicious range of desserts on offer at McDonald’s UK.
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