Market Researchers Resources Researcher's Guide to Using Mobile Qualitative

Food Service Case Studies

B2B

A leading global and food beverage company wanted to better understand the unique opportunities and challenges that exist for high volume restaurant operators around the smoothie category in terms of product ingredients, labor, and delivery systems. The first phase of the research involved DRA analyzing and synthesizing all previous beverage-related research reports, and conducting consumer focus groups to better understand consumer perceptions of smoothies vs. other frozen beverages. During the second phase of the research, operators of national QSRs (e.g., Arby’s, Dunkin Donuts, Wendy’s, etc.), and regional and local QSRs (e.g., Checkers, Sonic, Gino’s Pizza, Burgers & Chicken, Burrito Beach, etc.) across the U.S. were interviewed by phone to explore the perceptions, drivers and barriers among those currently selling smoothies vs. those who were not but were interested in the concept. Research helped fuel product and delivery system design development.

Consumer

A world-recognized leader in the pizza QSR industry wished to obtain feedback on a new product concept to help them identify the most compelling way to position the product relative to the competition. A series of 18 in-depth interviews were conducted among consumers: 1) mothers of children 3 – 17 years of age, 2) fathers of children 3 – 17 years of age, and 3) tweens 9 – 12 years of age. As a result of the research, the client gained insights about what made the new product compelling to consumers, gleaned insight on the consumer language and phrases used to describe the product, and identified a positioning statement that consumers found most personally relevant, motivating and the best fit for the pizza. In addition, the client uncovered that the product itself needed to be modified prior to quantitative testing.

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