Uncover the desired trustworthy consumer experience for sustainability through enhancing close collaboration with cross-functional teams
- FMCG
- Identify consumers motivations, tensions and unmet needs around sustainability (related to both ingredients and packaging)
- Market: Europe and NA
Our primary challenge was to identify both the known and unknown factors influencing consumer motivations and tensions regarding packaging sustainability, ingredient sustainability, social sustainability, health, and environmental impact.
The key questions addressed were the below:
- How does consumer interest in sustainability translate into actual purchasing behavior for sustainable snacks ?
- What type of information are consumers seeking? What matters the most ?
- How consumers would like the information on sustainability to be conveyed ?
- What are the considerations and trade-offs in selecting between sustainable and non-sustainable snacks ?
- Onboard a Nutrition Research and a Consumer Science team - Engage experts to leverage their knowledge and insights.
- Collect knowledge - Facilitate collaboration between North America and Europe Consumer Science and Nutrition Research teams to consolidate internal data and explore external research on sustainability.
- Conduct online survey - Conduct targeted research to gather consumer perspectives and collect new insights
- Define key insights - Identifying core truths, tensions, motivations, and the desired consumer experience that shape the consumers perception and beliefs about sustainability
- Cluster & share insights - Utilize Murals to organize insights, cluster key findings, and generate powerful actionable outcomes while driving high engagement from the teams
We empowered Consumer Science and Nutrition Research teams to collaborate effectively, co-create, and generate impactful insights to drive the development of more sustainable snacks.
This fostered a deeper mutual understanding of their respective challenges and functions, enhancing overall efficiency and alignment.
We helped our client understand:
- What are the primary consumer segments and profiles to facilitate the development of impactful sustainability features
- The key factors that helps brands bridge the gap between consumer interest in sustainability and actual purchase decisions, ensuring that sustainable snacks are both appealing and accessible
- Top 3 consumers’ reasons for not purchasing more sustainable products
- How consumers weigh the benefits of sustainability against key decision factors such as taste, cost, convenience etc...
- Key details consumers look for when evaluating sustainability claims, such as ingredients, packaging, certifications, and sourcing practices
- How consumers would like the information on sustainability to be conveyed
What they say
about us
Working with Aurelie on project is always a productive and enjoyable collaboration. Her deep knowledge of consumer science and product development has helped us find new and unique ways to apply HumanListening technology. I strongly recommend her as a partner on any sensory or food project requiring thoughtful and expert consultancy
Dear Aurélie, You are the Guiding Star of our DTCV projects! Your support during my DTCV onboarding journey has been nothing short of extraordinary. Your energy, and your passion radiates so brilliantly that every interaction with you leaves me feeling not just equipped, but more and more inspired. Thank you for generously sharing your knowledge, thanks for your openness for the idea exchange and helping us doing better and better!
Aurelie, it was wonderful collaborating with you. It was absolute pleasure to watch you lead this project – there was passion, a commitment to do it the right way, attention to detail, caring and thoughtful attitude for other team members and lastly ensuring that the research findings are used in the right way. I have learnt a lot from you in these 3 months. Thanks for all your work in making this a success!!
BRAVO! Thank you for leading with a growth mindset and living our values. Thanks so much for your implication and involvment. Your openess and collaborative spirit are really an asset. And you're always trying what's right for brand and business. thanks so much !
A huge WELL DONE to the whole core team for delivering the two-day workshop this week and all your work in the lead-up to the session. Really great insights from all functions, very good engagement throughout the session from all attendees and some strong ideas now on how to drive value for our consumers, while optimising costs where we can! Thank you!
I just wanted to say a big thank you to Aurelie and tell her that I am overjoyed that she is with us on our DTCV journey. She is like a breath of fresh air and has accelerated the process with her knowledge. She is an incredibly skilled Consumer Scientist and I see her passion and enthusiasm in every call with her. I see that she is working long hours to ensure the tight timelines are kept so I wanted to really thank her for her support and expertise. We couldn’t do it without her!
In our project Aurelie has demonstrated excellent strengths in project and stakeholder management. Her professional and positive can do attitude as well her ability to connect with people have been key enablers to this. In her work she has unlocked meaningful Insights from Consumers which have been translated into business relevant actionable recommendations and next steps. She also enabled rising awareness, upskilling and sharing information and consumer insights with a broader community. It is a pure pleasure to work with an expert like Aurelie.