Propensity to purchase
Consumer insight was required to inform MH Foods on building brand recognition and brand saliency for core brand ‘Frylight’ and for brand extension ‘Frylight Infuse’.
Feedback was required on emotive, usability, pricing and other factors influencing the propensity to purchase, in research which complemented previous qualitative research, answering key questions such as how barriers to purchase and usage could be overcome.
Focus groups were conducted in a ‘kitchen environment’ which served to get participants involved with cooking with the products as part of the discussion. This also served to relax participants compared to a conventional viewing studio which can be an alien and somewhat sterile environment for participants.
The high degree of engagement of participants led to significant actionable insights for the brand.