Objective

Research to gain a better understanding of why people become vegetarian and to find out about the lifestyle and values of vegetarians. To achieve this, basic insights were obtained into the needs of this special target group, their expectations of veggie products as well as their eating habits. The project also aimed to gauge reactions to new product ideas.

Method

Moderation of a three-week online research community and weekly interim reports to our client. New product ideas were discussed in forums and were evaluated separately in single tasks. In addition, a blog and photographs provided insights into the participants’ daily lives.

Output

We used the results to provide our client with advice on how to optimize their products and address their specific target group. We also helped our client to gain a deeper understanding of vegetarians.