Closing the say/do gap - understanding lockdown behaviours
What we achieved
Need
NeedWRAP works on campaigns aimed at food waste reduction. They wanted to better understand the impact of the COVID lockdown on how people view and manage food in the home. They already had a lot of reported data from trackers and other data sources but were lacking on direct evidence of how people shopped, stored, managed and consumed food in the home. They approached QuMind to help with bridging the gap between what people say and what people do and to provide that richness and nuance that is often missing from surveys.
-
Approach
ApproachOnline Qual diaries formed the core of our approach; participants were engaged in a series of discussions, tasks, and vlogs to document actual behaviour in the home, as well as emotions, attitudes and behaviours over a period of 4 weeks. Insight from diaries was triangulated with i.) short surveys after each week to benchmark, size up and check certain attitudes and behaviours and ii) follow up paired interviews to explore specific angles and get additional insight from kitchen tours.
-
Outcome
OutcomeThe client is currently using the insight to inform a new intervention campaign to encourage households across the UK to make the most of their food at home and reduce waste.
"Superb. Very impressed with their presentation as well as the research itself. Great job!"
–
Insights consultant - WRAP
Let us help you get closer to your customers.
Thanks for subscribing! Please check your email for further instructions.
The Art of
Customer
Closeness
COMPANY
Contact us
About
Careers
NEWSLETTER
Thanks for subscribing! Please check your email for further instructions.
