The Need
A global producer of mixes and frozen short life products, predominantly supplying baking manufacturers and artisanal bakers, needed to bring the voice of their customers into the business to inform future decision making including product testing, innovation and communication behaviours.
Our Approach
Opinium conducted Pop-Up Communities in UK, France, and Germany. Providing our client with real-time, cost-effective access to operators in their kitchens and insight into their thought processes. From trialling products to feeding back on communications, participants provided detailed feedback via peer-to-peer and one-on-one discussions and video uploads.
The Outcome
Country specific recommendations were made on initiatives to help bakers and on product & packaging development. Senior management were delighted with the insights & recommendations delivered from the research and loved the mixture of written and visual feedback derived from the Pop-Up Communities, bringing the video outputs of bakers into the boardroom.
