The Greenery: community research and packaging testing

Innovation is increasingly important to The Greenery. As is thinking about how to bring new products to market. In doing so, The Greenery needs both numerical and qualitative insights.

They came to Blauw/SPRINT because of its unique combination of both community research and packaging research.

Opportunities within the ready-to-eat market and the snack vegetable and fruit category

The Greenery wanted two studies to gather new insights:

1. Discovering opportunities within the ready-to-eat market
2. Investigate whether and where opportunities exist for the snack fruit and vegetable category, particularly in terms of packaging and supply

We investigated this through the following research questions:

• What are the drivers and barriers of edible and snack vegetables and fruits?
• How is the quality of edible fruit perceived or perceived?
• When are edible kiwis, mangoes, avocados eaten (on the day of purchase or later?) Which snack vegetables and fruits are most popular?
• What are popular eating times of fruits and vegetables?
• What do people think of the offerings in both categories? Do consumers find the offerings large enough or are they still missing products on the shelf?

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Qualitative research method: community research via the Blauw Community

Blauw put this issue out within the Blauw Community. This includes members who are available online 24/7 to answer questions. They are all enthusiastic members who enjoy thinking along with our customers.

The benefits of this community:

• It is fast and efficient: within 1 week we were already able to share insights within the ready-to-eat market with The Greenery.
• Within the community, various forms of research are possible: in this case, respondents actually went to the supermarket and looked at what they thought of the fruit and vegetable offerings, told if they could easily find the fruits and vegetables from the study, etc. You get a broad picture of qualitative insights among a large target group of 200 to 300 people.

In addition to this qualitative research, Blauw also collected numerical insights for The Greenery through SPRINT, our Agile Research Label.

Quantitative research method: packaging test

The Greenery wants to make its packaging materials for tomatoes more sustainable. Four product packages have been designed for this purpose, and the question is which variant is most attractive to consumers and best suits their needs and desires.

SPRINT conducted a quantitative packaging survey of 400 respondents. These 400 consumers rated the packaging on various KPIs, such as:

• the total score per package
• visual appeal: how attractive do you find the packaging?
• conspicuousness: would you notice it in the supermarket?
• uniqueness
• credibility
• clarity
• amount of information
• Whether they thought it was an appropriate product
• attractiveness

A concept test also allows for customized questions. In this case, Sprint asked about purchase intent, taste expectations and what consumers thought of the additional information on the packaging.

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