We started with an online forum – an elongated qualitative study that enabled us to engage with 30 consumers over a 10 day period. This meant that we could explore their current usage of and attitudes towards bread, identifying why they liked both sourdough and part-baked bread. We also sent respondents product samples that they could enjoy in the natural environment of their homes.
It enabled us to identify the variants within this part-baked sourdough range that were likely to hold the greatest appeal, and why – the aroma of a sourdough loaf finishing baking in the oven was a big driver of appeal! We also explored pack presentation and potential pricing to arrive at recommendations on the final range offering.
Following on from this, we undertook a limited Omnibus study in order to quantify the appeal of the final, priced concept. The results were really encouraging, particularly amongst shoppers at Geary’s key retailer targets.
We complemented the Omnibus research with some Zoom-based focus groups to deliver final qualitative validation of the range, and to confirm which sizes of product should be pursued at launch. Again, respondents were sent product samples to try at home, and the use of Zoom enabled us to capture ‘vox-pop’ video testimony of the appeal of the breads that could be used to assist trade presentations.