A leading global potato chip manufacturer needed to better understand consumer snacking behaviour across markets in the Asia Pacific in order to protect and grow their share in an increasingly competitive landscape.
The Approach:
MDI designed an in-the-moment 7-day diary study to collect information about all snacks consumed. Each diary was short and sharp, taking 2 minutes to complete on our bespoke mobile app. We gathered over 46,000 in-the-moment snacking occasions supplemented by 93,000 images of what and where people were snacking.
The Result:
MDIs analytics team uncovered the unique “snacking moments” in which consumers choose potato chips. Moments were sized by volume and value and brought to life with images and other information. Equipped with this knowledge, our client was able to prioritise which key moments would offer the most competitive advantage for their products and be highly focussed with their product development and marketing initiatives.
