Research agency creates social network for food research
Sydney research agency Direction First has revealed the results of a study using a new methodology. In what it is claiming as an Australian first, the agency created a closed social network and recruited “foodies and mavens” to understand their attitudes to food and food packaging.
The three week market research project was undertaken for Campbells and aimed to provide long term qualitative research into consumer behaviour and emerging trends that may impact Campbells’ brands over the next five years. The network was made up of 50 users who shared recipes, photos of meals they had prepared and their culinary inspirations. The site also used elements of gamification through leader boards and rating other users’ uploads.
Direction First’s qualitative research manager Marie Luke said in a press release: “We were really able to see what drives consumer behaviour – and how consumers respond to various daily events.”
The research methodology was first developed by Tom de Ruyck, R&D Director at Insites Consulting, based in Europe. The methodology is intended to help brands collaborate with customers on developing packaging, products and future marketing activity.
