Food and Beverage
Consumer experience with different yogurt formats
Every project we run is covered by confidentiality agreements. That is why this page describes the method, scope and deliverables, but does not identify the client, brand, product or date.
Challenge
A company in the food segment needed to understand consumer experience with different yogurt formats and types, following their purchase and consumption habits in an everyday context.
The challenge was to recruit frequent yogurt users covering different consumption profiles and family stages, including families with children, families with teenagers, couples without children and single people. The study also had to include habitual consumers of different product formats.
Beyond product experience, the research set out to follow participants’ purchase behavior over the course of a week. This meant combining product use with video and photo records during shopping trips, including explanations of the choices made.
Methodology applied
- Recruitment of consumers aged 21 to 54 who use yogurt weekly
- HUT following the participants experience over 7 days
- Request for videos and photographs during their usual yogurt purchases
- Record of the choices made by participants and the reasons behind each purchase
- Additional stage with consumers invited to buy different strawberry yogurt options
- Follow-up with participants throughout the study period
- Project management, including recruitment, incentives and translation of materials
- Use of the research protocol and follow-up materials defined for the study