A European bakery business needed to gain a better understanding of the future of artisan bread. They wanted to identify opportunities for growth and to inform and strengthen the company’s innovation pipeline by developing a range of compelling products to roll out across their portfolio.
Opinium designed a bespoke qualitative programme of research comprised of online communities with 20 artisanal bread buyers in Italy, France, and Germany. The immersive nature of the communities engaged consumers across a range of tasks – from in-store visits to projection exercises and discussions. This feedback was supplement by in-depth video interviews with craft bakers within across each of the markets.
The programme of research determined the meaning of artisanal, craft and traditional bread for professionals and consumers on an EU level; identified the opportunities for growth within the category and provided a future view of the bread footprint to inform the client’s on-going communication strategy.