We initially conducted quantitative research via Omnibus studies in the UK and USA to identify the profile of dairy-free cheese consumers, and to establish awareness levels of Violife and its key competitors. We then undertook qualitative research through online forum studies (again, in both countries). This extended research approach, with the studies run over a two week period, allowed us to explore a range of topics and included product sampling. We saw how consumers actually used Violife products within their daily lives, including how they cooked with them.
This combination of quantitative and qualitative methodologies led to a rounded perspective on the differences and similarities between UK and US consumers. We wanted to arrive at a brand strategy that could work in both marketplaces, but also to be able to highlight differences in product usage and preferences in order to shape the range make-up and marketing messages for each country.