Market in View is in the sixth year of qualitative recruiting for a food industry client to identify reasons which prompt consumers to purchase a specific convenience food and explore the nuances of why consumers select particular brands. By implementing a wide variety of qualitative interview scenarios in 26 markets nationwide, insights have been gained regarding brand preferences owned by this client as well as specific likes or dislikes associated with their brands.

service: Qualitative
completion date: August 2016

the approach: Market in View has demonstrated the ability to recruit a wide breadth of qualitative projects for this food industry client. Our team has recruited over 400 participants to date for a variety of interview scenarios including: in-home adult and teen friendship groups, individual or group shop-alongs, in-home family or one-on-one interviews, focus groups, on-line discussion groups and in-language interviews for Hispanic participants. Market in View has successfully identified the participants which fulfill the various recruitment criteria required for each study, which can include differentiated family structures, grocery shopping and dining habits, as well as lifestyle and attitudinal traits. By gathering feedback through multiple interview settings and markets, insights have been gained about national brand preferences, including competing brands owned by this food industry client.
the results: Market in View has been able to identify the participants who meet the criteria of the various qualitative studies. Insights gathered through this ongoing recruiting effort have resulted in ingredient changes to the recipe used by the client, an increased understanding of the marketplace and advertising initiatives implemented by the client.