Consumers at the starting point for new product development

Our client required a better understanding of the current market for (safe) vegetables and identification of opportunities for the future development of a new safe vegetable chain.

Fresh Studio was hired to design and conduct the consumer and market research, and to translate the insights into concrete strategy recommendations.

In realizing a demand-driven safe vegetable supply chain, our client wanted to kick-off their project with market and consumer research to provide them the insight for making strategic project choices.

Our aims included:

  • Understanding the current size and structure of the (safe) vegetable market
  • Understanding consumer behavior, motives perceptions and preferences regarding the consumption of (safe) vegetables