Is it Viable? Food Concept Research

Business challenge

A major UK food manufacturer had identified an opportunity for a ready-to-use product. They wanted to build on their existing market knowledge by gathering consumer feedback on a number of product ideas to understand the potential viability of a product launch.

What we did

We conducted qualitative and quantitative research to validate the market opportunity.

The qual consisted of focus groups to understand attitudes to the client’s food category and to explore reactions to a ready-to-use product.

These insights helped to refine the product concepts which we tested in an online survey amongst 300 consumers.


Our insights provided the client with a coherent and robust understanding of the potential for a ready-to-use product in the UK market. The study also helped to identify the optimal product proposition, its exact target audience and target occasions.