In late 2017, Kellogg's undertook a multi-market research study to understand current snacking behaviors among the emerging middle class in India and Mexico.
Kellogg's recognized that focusing research only on the behavior of individual consumers was limiting and posed the risk of an incomplete understanding of the snacking category. Kellogg's partnered with Maru/Matchbox to undertake a cultural framing exercise, marrying consumer insight with analysis of the cultural norms, values, and attitudes towards snacking in both Mexico and India.
We'll discuss the blending of cultural analysis with consumer insights, and share key learnings from the initiative to help companies more systematically consider culture context alongside market research.
- To more systematically consider culture context alongside market research
- Why semiotics and qualitative research is an effective mix of techniques to uncover inspiration for early-stage innovation
- Why effective innovation and product development initiatives are more likely to succeed when we focus on cultural norms and influences as rationale for consumer behaviors