The challenge
An international food brand needed to understand the people who do the household grocery shopping, covering both smaller households without children and families. Two target groups, a main-buyer requirement and an even split of brand users and non-users made balanced recruitment the core task.
Our approach
We screened on shopping responsibility and balanced brand users and non-users in each cell.
- Confirmed each recruit was the main household grocery buyer
- Ran 60-minute online interviews in each market
- Filled two cells: smaller households and families
- Balanced brand users and non-users and verified every recruit
The results
- 16 interviews completed, 8 per market
- Screening on responsibility reached the real decision makers
- Two household types showed clearly different needs
Client project. Client details are anonymised.
