Our Toolkit
We can offer any type of market research methodology, both quantitative and qualitative, depending on your needs.
Our toolkit consists of effective, efficient and fast market research approaches that deliver solid and highly usable results.
Quantitative Research
Reliable numbers help turn complex decisions into clear direction. We combine category expertise with efficient, high‑quality research execution—giving you quantitative insights you can trust to move your business forward.
What do we do:
Online surveys | Home-use test | Street intercepts | Employee studies | Segmentation research | Category Exploration | Positioning Research | Packaging Test | Advertising Research | Brand Health Tracking
Some of our work:
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A third of Dutch consumers opt for fish over meat
We measured Dutch consumer attitudes towards eating fish and sustainability for the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC).
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TrustTracker: the Biggest European Food Study
What is the state of play of European diets? With more than 140,000 Europeans surbeyed so far, the TrustTracker offer the biggest database of food choices insights.
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Lets talk!
Let’s arrange a quick discovery call. Together we’ll explore how reliable numbers could help you move forward.
Qualitative Research
Qualitative insights reveal the motivations, emotions, and cultural beliefs that shape consumer behavior. With extensive experience in sustainable food choices and a strong team of experts, we uncover the deep human insights that spark innovation and sharpen strategic direction.
What do we do:
Focus groups | Co-creation | In-depth interviews | Online interviews | Expert interviews | Online communities | Category Exploration | Segmentation Research | Positioning Research | Concept Test |
Packaging Test | Advertising Research
Some of our work:
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Understanding the Cultural Meaning of Meat
Meat is more than food. And understanding all of the cultural meaning it has, is crucial for succesfully positioning more sustainable alternatives. Learn how we applied semiotics and qualitative research methodologies to uncover the deeper meaning.
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The Future of Proteins
Animal-based protein is deeply embedded in culture, routine and identity. How do new and more sustainable kinds of protein fit in? We found out for Carbery.
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Lets talk!
Let’s arrange a quick discovery call. Together we’ll explore how a deeply understanding consumers’ behaviour could guide your business.
Food Profiles
Food Profiles is a research‑backed segmentation model that identifies six distinct consumer types based on their food values, motivations, and behaviors—providing far more precision than traditional demographic segmentation. Developed by Future of Food Institute and Food Cabinet, it helps brands tailor their products, messaging, and innovation strategies to what truly drives each consumer group.
What can you use it for:
Segmentation | Customer Research | Communication Research | Brand Positioning | Profiling & Targeting
Some of our work:
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Positioning Cultivated Meat
Cultivated meat may be on the market soon. But consumer acceptance is not a given. Different people have different reasons for trying it and also for rejecting it. A segmented approach to marketing is needed. Learn how we applied our Food Profiles to develop the first fictional but consumer oriented promotion campaigns for this exciting innovation.
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Fight food waste or buy a treat: what do consumers want?
Bakers & Bananas is a Dutch innovative food brand with a mission to combat food waste. Bakers & Bananas wanted to better understand how their customers and other potential target groups think about their brand and what they stand for. We advised them on how to translate what consumers want into product innovation and branding strategies.
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Let’s talk!
Let’s plan a quick discovery call. Together we’ll explore how a food specific segmentation model could drive your strategy.
U&A / Category Exploration
Usage & Attitude research gives you a deep understanding of how consumers use your products (and your competitors’)—and how they think and feel about them. By combining real‑world usage behavior with emerging category developments and global consumer trends, we help you future‑proof your portfolio and fill your innovation pipeline with products consumers truly want
What can you use it for:
Positioning | Innovation Funnel | Branding | Competitor Analysis | Understanding Usage Occasions | Segmentation
Some of our work:
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Understanding the World of Mushrooms
The world of mushrooms is huge and diverse. For global b-t-b supplier Scelta Mushrooms we set out to explore it. Together with them we uncover how consumers see mushrooms, how they feel about them and how they use them.
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Understanding the Future of Low Alcoholic Beer
Lowlander beer wanted to understand the current perceptions and future possibilities of the ‘low and no’beer category. Learn how we helped them with robust and timely quantitative insights.
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Let’s talk!
Let’s plan a quick discovery call. Together we’ll explore how we can complete and deepen your team’s category knowledge.
Concept Testing
Concept testing helps you de‑risk innovation by validating ideas early with real consumers, ensuring your next product or proposition is grounded in evidence rather than assumptions. We deliver fast, reliable, cost‑effective, and actionable concept evaluations—refining ideas, uncovering new opportunities, and strengthening propositions before full‑scale development.
What can you use it for:
Validate early concepts | Product Concept Fit | Market Acceptance | Idea Selection | Claims Strength Assessment
Some of our work:
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Kumasi
Kumasi is a special drink, made from cacao sidestreams. But what message to tell: sustainability of taste? We found out for them with the help of their consumers.
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Testing and Refining Positioning of Innovations
In the Redesign Food for Value programme, strong product ideas are sharpened through consumer validation. Concept testing provides an early, structured reality check that helps participants refine their propositions before moving further into design and market strategy.
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Let’s talk!
Let’s plan a quick discovery call. Together we’ll explore how we could de-risk your path to market.
Communication Research
Communication research ensures your messaging truly resonates by grounding it in the language, tone, and motivations of your target audience. By involving real consumers early, we help you develop clear, relatable, and high‑impact communication that makes every advertising euro work harder.
What can you use it for:
Advertising Pre-test | Inspiration | Base-line Measurement | Campaign Development | Effectiveness Measurement | Profiling & Targeting
Some of our work:
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Power to the Pieper
Understand how Dutch consumers think of potatoes. The insights were used to fuel a campaign to promote potato’s in The Netherlands.
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Do Europeans support ecolabelling?
Authorities are discussing the development of a common eco-label that would inform consumers about the impact that food products have. But are Europeans interested? Would they use it?
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Let’s talk
Let’s arrange a quick discovery call. Together we’ll explore how evidence-based communication could boost your message.
Policy Research
Policy research helps ensure that interventions, regulations, and campaigns are grounded in a solid understanding of real consumer behaviour and the motivations and barriers that shape this behavior. By combining behavioral insights with our deep expertise in sustainable food choices, we help policymakers design effective, evidence‑based solutions that truly drive positive change.
What can you use it for:
Understanding (un)sustainable Behavior | Develop Interventions | Pre-test Effectiveness | Effectiveness Measurement
Some of our work:
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Acceptance for Meat Advertising Ban
Understanding what factors contribute to the perceived (in)effectiveness of a policy is important to estimate its impact and prevent public backlash. Read how we determined whether or not citizen support a ban on meat advertisement.
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Exploring consumer perceptions of the EU Biotech Act
The EU Biotech Act aims to provide the regulatory framework to strengthen this new frontier in food production. The aim of this study was to understand how European citizens perceive the EU Biotech Act, to help policymakers and industry shape, implement and communicate the Act to build public support.
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Let’s talk!
Let’s arrange a quick discovery call. Together we’ll explore how consumers insights can be integrated in the policy process.
How We Work
Our way of working combines solid methodological rigorousness with real-life pragmatism and a relentless focus on actionability of the outcomes.
How?
- Always start with the desired end results of the client in mind.
- Make use of existing knowledge as much as possible to avoid researching what is already known.
- A network of specialised research suppliers for those parts of the research we can not do ourselves.
The foundation of how we work has been described in our founder’s much appraised book ‘What’s the Question?’.
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.
