Ever feel like consumer decision-making is a bit of a mystery? Unlock the bigger picture of what people really want – and why. They reveal what consumers are trying to accomplish, when and where those needs arise and the emotional and practical drivers behind their choices. By identifying unmet needs, overlooked moments and untapped opportunities, this research helps you reimagine your category, inspire smarter innovation and position your products in ways that truly connect. It’s a powerful way to decode the why behind consumer behavior and drive lasting growth.
A global food company wanted to get a fresh perspective on the evolving breakfast and snacking habits of consumers. Instead of relying on old assumptions, they set out to explore how, when and why people were enjoying their products, as well as who they were with and where they were. Understanding from the consumer’s perspective would allow them to find new ways to stay relevant and connect with people across different regions of the world.
We used quantitative research to dive into consumers’ needs and the context behind their morning food choices. It became clear that it wasn’t just about “breakfast” as a meal or a specific time of day – it was about the functional and emotional need states driving those choices. This insight led to the identification of six distinct morning eating scenarios, each shaped by different needs and motivations. This helped the brand rethink their planning, spark innovation and prioritize growth initiatives. The findings also highlighted a strategic opportunity to focus on “Nutrition Forward” segments – aligning perfectly with consumers’ evolving expectations.
