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Real Results.

Cooking Up Insights: How Cook-Alongs Transformed Consumer Research

COOKING UP INSIGHTS
How Cook-Alongs Transformed Consumer

By combining digital diaries and in-home cook-along interviews, FieldiQ™ delivered authentic, real-world insights into consumer cooking habits, driving strategy decisions.

Challenge

Recruiting individuals who prepare simple food products in creative and unique ways presented a complex challenge. The process required identifying participants willing to share their cooking habits, document their routines, and prepare meals as part of the research.

Objectives

The goal was to collect meaningful qualitative insights by observing participants’ cooking processes, gathering feedback, and understanding their food preparation habits while ensuring each participant prepared a meal during the research process.

Approach & Methodology

FieldiQ™ utilized a multi-phase approach to capture rich culinary insights:

Participant Recruitment
- Identified individuals who demonstrated creative approaches to preparing simple food products.
Digital Diary Phase
Participants completed a comprehensive digital diary that included:
- A “getting to know you” video introduction.
- A shopping exercise to understand their purchasing decisions.
- Photos of their pantry, refrigerator, and key ingredients.
- This phase provided an in-depth look at participants’ cooking habits and preferences.
Cook-Along Interviews
- Based on insights from the digital diaries, top participants were selected for in-home cook-along interviews.
- Participants prepared meals while being observed, providing real-time insights into their techniques, decision-making, and food preferences.

RESULTS & INSIGHTS

The phased approach and video recordings allowed the client to gain a profound understanding of participants’ cooking habits and food preparation processes:

Authentic Insights: Observing real-world cooking habits revealed unique preparation techniques and ingredient choices.

In-Depth Understanding: Digital diaries provided a holistic view of participants’ food routines, from shopping to storage to preparation.

Actionable Feedback: The insights gathered helped the client better understand their audience and inform product development and marketing strategies.

Through thoughtful planning and execution, FieldiQ™ transformed everyday cooking into a platform for impactful consumer insights.

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