A two stage inquiry talking to circa ( 800 ) respondents matching the customer profile, online inquiry to full respondent cohort and qualitative moderator-led in depth interviews with (30) respondents to discuss, probe further the specific of why/ what the concept conveys about the brand. Primary Target: People who use FLOUR AS INGREDIENT / SAVOURY / SWEET cooking and baking
Gender: 40% Male / 60% Female
PART 1:1 QUANTITATIVE
Showing THREE design concepts for evaluation and asked for a reponse to nine statements Independent likert rating response recordings and insight gathering.
Market: MILLENNIALS 27-35 YRS
Location: LIVING IN USA - MAJOR METRO REGIONS
East - BOSTON / NEW YORK / PHILADELPHIA
West - SAN FRANCISCO / LOS ANGELES / SEATTLE
North - CHICAGO / CINCINNATTI
South - DALLAS / ATLANTA / MIAMI
(Mid East - WASHINGTON)
PART 1:2 QUALITATIVE
Informed by PART 1:1 findings A moderator-led deep dive one to one qualitative study grounded in EVIDENCE, OPINION & POWER decision-making theory to gather data on response to design features.
Market: MILLENNIALS 27-35 YRS
Location: LIVING IN USA - MAJOR METRO REGIONS AS PER ABOVE
Primary Target, opt in from PART 1:1: People who use FLOUR AS INGREDIENT / SAVOURY / SWEET cooking and baking