What can psychology contribute to business? Consumer research accompanying the launch of a new product on the market
Dominika Maison
Uniwersytet Warszawskihttps://orcid.org/0000-0002-8946-7517
Daria Affeltowicz
Uniwersytet Warszawskihttps://orcid.org/0000-0003-1089-6907
Abstract
Aim
The article presents the role of psychology in carrying out consumer research accompanying
the creation of an innovative product – a chocolate cream based on oleogel (palm
oil substitute).
Method
The studies were carried out by an international consortium within the EIT Food (Horizon
2020 funding) and covered four stages: (1) A segmentation study used to explore the needs of
consumers and identify target groups for the new product (in Poland, N = 891 and in Spain,
N = 908); (2) Ethnographic research to gain greater insight into consumer motives and barriers
(21 in-depth interviews (IDIs) in the homes of respondents); (3) Qualitative research testing
the communication concepts of the new product relating to health vs ecological benefits
(12 focus group interviews – FGIs); (4) A product taste test to identify the best taste variant
to place on the market (N = 1,052 consumers, 314 of which were children aged 6–12 years).
Conclusions
The conducted project is an example of cooperation between the science with business
worlds, where the role of scientists consisted of providing in-depth, psychological knowledge
about consumers and their needs and behaviours, along with the eating nutritional
behaviour motives and barriers.
Keywords:
consumer psychology, marketing surveys, segmentation, communication test, product testReferences
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