Understanding the away from home breakfast consumption occasion
A global snacks manufacturer wanted to understand the role fruit juice plays in the breakfast occasion in the UK, and more importantly understanding the needs of the business traveller at breakfast.
Opinium used it’s shopper journey analytical approach of See, Understand, Feel.
See – a large scale nat rep quant study to highlight current consumer wide breakfast consumption & occasion trends
Understand – a targeted study amongst business travellers to understand their specific needs & behaviour
Feel – “Pop up” online community amongst business travellers to give depth of understanding and bring this key consumer group directly into the boardroom
Clear recommendations were given highlighting the opportunity for both the brand owner and hotels with business travellers at the breakfast occasion. Evidence was also provided on consumption occasions that the business shouldn’t focus marketing investment on whilst identifying new growth opportunities.