Greenyard+ Good Sense Research.

Consumer insight to drive frozen vegetable growth in Waitrose via range, format and innovation development.

Greenyard

“This is amazing, I can’t believe you have taken all that information and made it so insightful and powerful.” 

The Brief

Greenyard entrusted us with the mission to unlock consumer insights that would drive the growth of frozen vegetables in Waitrose via range, format and innovation development.

We conducted an integrated qualitative research programme, including shop-alongs and focus groups to establish core audiences and the role of frozen veg within their lives. We also delved into the purchase decision journey and compared frozen veg to fresh veg and other options.

But we didn’t stop there. We also ran an online survey to determine the size of the audiences and put numbers behind our findings to prioritise next steps.

Key Services for the project

  • Shop-alongs

  • Focus groups

  • Online survey

  • Present back of findings to retailer and supplier

The Results

The findings were presented back to both Waitrose and Greenyard, which resulted in the retailer and supplier working collaboratively to implement our recommendations to further develop the frozen vegetable category.