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Crunch Time: Rebooting the Hi-Fibre Digestive Biscuit Category With Consumer Insights
Research Objectives
Moments: Biscuit consumption from consumer’s lens.
To check on what happened when they started, why they continued or dropped out
Explore the purchase triggers, the consumption moments – who, when, what, where and how?
Refresh: Place product and track
How consumers interact with shop, with the aisle and purchase the product.
Messaging: Brand proposition match
What do different brands mean to them – what else is health or premium health for them from within and outside the category?
Explore the different aspects of the brand proposition and check for connect/ disconnect
Explore reactions to the other propositions/ ideas
Approach and Methodology
Ethnographic one-on-one sessions (2 Hrs) at consumer’s home
Online Bulletin Board with 48 Respondents for 5 Days X 15 min
With an intuitive online discussion's platform
Mini Group Discussions (2 Hrs) with the same set of Respondents from OBBs
4 Respondents on Virtual Platform.
SAMPLE SIZE: 16 IDIs, 48 Respondents for OBBs & 12 MGDs
MARKET: Mumbai, Delhi, Kolkata & Chennai
Target Group
Males and Females
25 to 30 years, and 31 to 40 years
Single, Married, and Married with kids
SEC A1+, A1 and A2B1
Usership
Regular-users, Infrequent users, Lapsed users and Aware non-users
Regular users – Have been consuming for the last 2 years and have consumed at least once in L3M.
Infrequent users – Have been consuming for the last 2 years and have consumed at least once in L6M.
Lapsed users – Have been consuming for the last 1 year, but haven’t consumed in the last 3 months
Aware non-users – Know the brand well but haven’t yet tried consuming it
All as general biscuit consumers consume Marie/ Cookies/ Premium cream
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