With the trend of “preventive health” on the rise, our client, a leading global food manufacturer, had a Dutch brand in their portfolio that was well placed to take advantage of this trend. Research was needed to better understand consumers attitudes towards wellness and wellness behaviours, and to test reactions to propositions of food and drinks brands providing additional benefits (beyond nutrition) to improve health and wellbeing.
Opinium conducted a two-phased online qualitative approach with consumers in the Netherlands. First, an online pop-up community was conducted with 18 participants. The same participants were then invited to one of two, 2-hour online co-creation workshops. These workshops used insights from the community to explore product propositions, claims and design. All research was conducted in the local language.
Our research helped to clearly guide and inform the brand’s product development strategy for the Dutch market, providing in-depth insight into the propositions and clarifying the appeal and relevance of each potential option. The results also provided clear recommendation on the formula, format and positioning which informed the brand’s go-to-market strategy.