Towards a societal understanding of consumer behavior
Case study: Consumption
Need
To gain a better understanding of consumer habits, a stakeholder in the food sector wanted to delve deeper into the general public’s perceptions of its product category.
Approach
The approach is based on a product category image barometer, complemented by Microcosmes segmentation, providing valuable societal insights for the analysis and interpretation of results.
Impact
The study led to a better understanding of how values influence consumer choices, paving the way for more precise and engaging communication strategies.
Observing behavior from a different angle
Measuring image over time
A specific barometer was set up to measure and monitor the general public’s perception of the food product category over time. This system highlights dominant representations and their evolution, revealing image trends and dynamics.
Getting to the very heart of consumer perceptions
Microcosmes segmentation reaches out over and beyond traditional socio-demographic criteria. It places analysis in a context of lifestyles and aspirations, offering a clearer vision of people’s motivations and choices, and highlighting key drivers of engagement.
This barometer helps us better meet the expectations of French consumers by taking into account their fundamental aspirations.
Fabienne Gomant
Ifop Opinion
When values reshape food choices
Thanks to the Microcosmes tool, the analysis of isolated socio-demographic criteria has given way to more decisive, values-based criteria. The aim of the study? To draw clear conclusions about consumer behavior and the development of targeted, and therefore more effective, product claims and narratives.
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A good brief includes your problem, your target audience, the themes you want to explore and other key elements.
