An exploratory research of sandwich snacks consumers

Client: Ukrproduct Group

MCG was approached by a leading Ukrainian producer of dairy products and kvass, which relatively recently launched a new product on the market — a sandwich snack — with a request for research and intelligence on its target audience for a new product.
Active consumers of sandwich snacks, that is, those who buy them once a week or more often, from three large cities of Ukraine — Kyiv, Lviv and Dnipro — came into focus.

The purpose of the study was to determine the specifics of the implementation of sandwich snack consumption practices.

In order to achieve this goal, the optimal research method was a series of in-depth interviews with representatives of TA — active consumers of sandwich snacks, including at least 3 of them should be those who are well acquainted with the customer's products.

Based on the data obtained as a result of in-depth interviews, an analytical report was created, which included:

  1. Analysis of sandwich consumption situations.
  2. A typical "recipe" for sandwiches.
  3. Standard and non-standard uses of sandwich snacks.
  4. The ratio of sandwich snacks and their substitutes.
  5. A qualitative review of the criteria for choosing sandwich snacks.
  6. Analysis of the buying process of products for sandwiches.
  7. Peculiarities of perception of the customer's products and competitors' products.
  8. Negative demand (experience) of the audience, wishes of consumers.

The results

This study involved both a detailed reconstruction of consumer behavior in the market of sandwich snacks, as well as an answer to a number of specific questions from the customer to the consumer (related to the features of the product, possible ways of its further development). The research itself can be continued in the future — quantitative measurement, product testing, etc. But even in this form, where there was an exclusively exploratory qualitative stage, the customer has already received valid information about his audience, which will allow him to make tactical decisions and adjust the strategic plan.