Solutions - Customer Experience & Journey Mapping

Bacon Attitudes and Usage Study

The Challenge

A leading processor and marketer of chicken, beef, and pork in the US wanted to uncover innovation opportunities for their brand and product, as well as fine tune communications by deep diving into consumers’ bacon usage and attitudes. Core to the research was discovering how and why consumers purchase and eat bacon and exploring the bacon shopping journey.

The Solution

Nine 2-hour, in-home and in-store shop-alongs in two US cities within the brand’s primary market were conducted to observe consumers’ behaviours and uncover attitudes. Following, an online survey with 5,000 American bacon purchasers was run to build on the qualitative research and quantify and validate the findings.

The Outcome

From this project, our client gained detailed knowledge of the bacon purchasing journey, including important factors and opportunities for innovation within the pre-purchase, in-store, and post-purchase phases. In addition, our client gained a deep understanding of the brand’s position within the competitive landscape, and uncovered opportunities for our client’s bacon brands as they pertain to overall branding, product packaging, messaging and communication, product innovation, and retail design.

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