What is there to research about bananas?
Well, a lot actually!
For a local Indonesian premium fruit company we set out to identify all the factors that are at play when selecting fruits.
With a potential new offering up our sleeve we conducted focus group discussion and in-depth interviews with consumers and retailers.
These learnings were used to set up a large-scale quantitative study to validate purchase behaviour, identify need gaps, understand in-the-moment purchase decision making and ideal price point.
The all-round positive feedback to the new offering from both the retailers and the consumers gave the company reassurance to move forward.