Case Study
Insights to forecast home consumption in the New Normal
New Normal
Post-covid consumption
Online communities
Online Qual Research
Client Context:
The COVID-19 pandemic marked a turning point in our shopping and consumption patterns. Our client, a leading soft drinks company, needed to understand how they could strategically adjust products and messages to meet evolving needs of consumers in the post Covid era.
The Challenge:
Our client wanted to explore how shopping behaviors and consumption patterns were changing, with the aim to understand the long-term implications and opportunities for its business.
The solution – how we did it:
We thought that an online community was the ideal tool:
- to safely engage with consumers maintaining social distancing
- to get a deeper understanding on how their usual habits and routines at home were impacted by Covid
Over a 3-week period we talked with 300 consumers
- from 20 to 50 y.o.
- living in different European countries (UK, Spain, France, Germany)
We collected more than 1.480.000 words and plenty of pictures.
Through the online community, we were able to:
- “enter” consumers houses, “observing” their consumption in a natural environment via videos and pictures.
- get a daily feedback on the 5 Ws of beverage’s consumption
- understand what attitudes and behaviors made consumers feel good and will probably be maintained in the New Normal.
The outcome:
We discovered a lot of insights and opportunities for our client’s brands.
We delivered an actionable plan that helped our client to develop the commercial strategies for 2021.
We prepared a 5 mins video to sum up the main results to the different stakeholders of the company.
