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Healthy Clicks: Mapping Motivations and Barriers in Online Healthy Food Ordering
Research Objectives
What do consumers perceive as healthy food.
What is the biggest motivations to eating healthy food.
What time of the day do consumers feel most susceptible to eat/order healthy/unhealthy food.
What are the triggers and barriers to ordering healthy food online – information that aids selection of healthy food online.
We will also understand the user journey and in-app experience with regard to online food ordering.
We will explore the app navigation, user history and reactions to the app prototype.
Approach and Methodology
Mini Group Discussion
With 5 Respondents
2 Hours
At a central location
Kitchen Audit & IDIs
Kitchen Audit at consumer home
2.5 Hours
IDIs at a central location
SAMPLE SIZE: 6 MGDs, 6 Kitchen Audits & 6 IDIs
MARKET: Gurgaon & Bangalore
Target Group
Males & Females
21-24 yrs, 25-29 yrs & 30-35 yrs
NCCS: A1/A2/A3
Married/Single or unmarried
Student/ Working Salaried/ Business/ Housewife
Usership
Mix of outside food and home-made food consumer.
Must order food online – mobile app.
Mix of who order food online 2-3 times a week and 2-3 time a month.
Mix user of Swiggy, Ubereats, Zomato & Eat.fit
Must be using online food ordering app for more than 2 years.
Must do physical exercise like walking, jogging, yoga, Gym etc.
Must be decision maker with regards to which online food ordering service to use and where to order from.
Must be particular about their nutritional intake and make conscious food choices.
