Client:
Brief:
The World Food Center Experience is a food-themed attraction where children learn about the various aspects of our food system through seeing, listening, interacting and playing. WFCE would like to know how children think about these plans.
Our approach:
We interviewed 20 children aged 9-15, in sets of two, online. We recruited the children through the participants of the Food Forum, our conscious consumer community. The aim was to uncover their perceptions, expectations and wishes.
Findings in a nutshell:
All in all the kids were excited about this experience, and all of them indicated that they would like to visit the center when it’s finished. They are curious and want to learn more about the food chain and what the future of food will look like, and love to do this in a fun, playful way.
Our client used the findings in shareholder meetings as well as meetings with the city council and province to convince them of the viability of the concept. The input from the children was also used as feedback for the designers of the Experience.
We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.
We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.
