Communication Research

Develop and test the most impactful messaging for sustainable food products that really resonates with your target audience. Spend your advertising budget effectively while achieving your communication targets.

What is communication research?

Communication research supports you to develop the most effective communication strategies by engaging the target audience in every step of advertising development.

There are three different stages:

1. Inspiration and exploration pre-campaign development:

Identify key motivators and barriers influencing consumer decisions around your food brand and category.
Understand your current brand image and awareness to set targets.
Collect inspiration and learn the language consumers speak.
Find inspiration in successful brands and their communication strategies.

2. Strategic campaign development:

Co-create and test potential directions.
Find examples of successful brands and communication strategies.
Finally, test how consumers perceive the campaigns and predict if it will achieve your goals.

3. Measuring the effectivness of a campaign:

Evaluate to what extent your campaign reached it’s target audience and the effect it had.
Understand the long-term development of your brand image and awareness through brand health tracking.

Why?

Understanding consumers is essential to developing effective communication and advertising. The tone, language and message must be relatable and crystal clear to the target audience. This can only be achieved by involving them.

A well-tested, consumer-centric campaign gives you the confidence that you are spending your advertising budget well.

How?

There is no one-size-fits-all approach to communication research. It can consist of several research steps and methodologies. We work with our clients to carefully design a roadmap that matches your needs and budget.

It can consist of:

Qualitative research: research exploring consumers’ perceptions, preferences, and barriers related to sustainable food products.
Quantitative testing: surveys to measure brand image and how different messages perform on relevance, clarity and persuasiveness.
Horizon scanning to find inspirating examples of brands and successful communication strategies or storytelling.

Have a question?

We love to tell you more, so feel free to contact us for more information or fill in the form at the bottom of the page.

Our research products

Strategy

Innovation

Advertising

Examples of our work

Nudging for more fruits and vegetables

In collaboration with supermarket Hoogvliet we tested whether nudging consumers would increase their (online) purchases of fruits and vegetables.

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Increasing demand for organic food

How can we stimulate consumers to choose for organic products? We set out to find persuasive arguments for Bionext, the association representating the organic food chain.

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Assessing the impact of FoodUnfolded

How impactful is online publication FoodUnfolded? How are they perceived by the average European? Does their audience get the message and adapt their eating habits? We tested this in a semi-experimental study.

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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.