The Key Challenge
To understand and map the needs of ‘sweet treat’ occasions to help identify opportunities for growth and innovation, for a premium foods manufacturer. This study was required to ensure that the size and importance of each occasion could be verified with accuracy.
The Researchcraft Approach
A rigorous research programme combining qualitative & quantitative research was developed to understand the ‘who, where, what, when and why’ of sweet snacking. This included i) stakeholder interviews and ii) an online survey amongst respondents open to sweet snacking within three target European countries. In total, 1,500 respondents were surveyed in each country (n = 4,500) to bring a more granular understanding of the needs and occasions from and in which, sweet treats are consumed.
The Outcome
Completing the study within the strict time constraints of the client, the research enabled Researchcraft to create detailed demand space maps of each of the main sweet snacking needs/occasions identified; pen portraits of each need/occasion, showcasing them in an intuitive and actionable way; and quantifiable metrics of each need/occasion including size, current participation and growth opportunity.