Saving money – food shopping during a recession
A dairy brand wanted to know how families prioritise when they cannot shop as normal. Thirty families shared their food week, and gave feedback on money-saving concept ideas.
- Industry
- Dairy
- Methods
- Mobile ethnography, Concept feedback
- Sample
- 30 families
- Deliverables
- Changed shopping behaviour, Priorities and perceived value, Concept feedback
During hardship it’s natural that people try to save by taking advantage of coupons, sales, generics and large sizes.
Challenge
When a dairy brand contacted us, they already knew a lot about the more obvious actions families take to save. What they wanted to research was more about how families prioritize when they can’t buy and consume as normal, and what their brand could do in terms of concepts, offers and deals that could meet the families’ needs during this time.
Approach
With the help of mobile ethnography, we had 30 families share their food shopping behaviour, and how they were acting differently now compared to a normal period.
The families shared their behaviour and experiences from different phases of the food week, from planning to shopping, cooking and special occasions or time for treats.
Outcome
From this research we learned how consumers changed their behaviour, how they prioritize and how they value products and offers. We also included a part where we collected feedback on presented concept ideas – great products that would also save money.
