This episode explores the essence of market research within the food industry. We start by discussing how real-life context and the right methodologies are crucial in gaining accurate insights for decision-making. Jules highlights the limitations of relying solely on consumer feedback and stresses integrating this with practical, real-world contexts.

Next, we delve into the future of market research, touching on technologies that enable continuous consumer engagement and natural response collection. We discuss the importance of understanding both qualitative and quantitative data and how their integration can provide a fuller picture for making informed decisions.

We also discuss the broader context of consumers' lives, like seasonality, and its impact on their preferences.

Later, Jules shares her journey within the field of market research, emphasising her love for curiosity and working from the agency side. She talks about the merger of Cambridge Market Research with Good Sense Research and introducing new product testing techniques.

We wrap up the episode by emphasising the importance of understanding the audience context in qualitative research, particularly for products and packaging development. Ethnographic research is spotlighted for its ability to capture natural consumer behaviours, while the continuum from qualitative to quantitative research is explored to ensure a holistic approach to understanding market needs.

Timestamps:

00:03:45 Real-life context in market research and its significance.

00:08:22 Integrating consumer feedback with practical considerations.

00:12:10 Future directions in market research technology.

00:16:55 Continuous consumer engagement and "closeness community."

00:21:30 Seasonality and its effect on consumer preferences.

00:26:15 Jules Green's career journey and role at Good Sense Research.

00:30:45 Qualitative vs. quantitative research: Definitions and applications.

00:37:00 The need for context in research findings.

00:42:20 Ethnographic research methods explained.

00:47:55 Jules Green's insights on affordable fruit-flavoured lollies.

00:52:00 Final thoughts and importance of expert interpretation in research.

Links and Resources:

Website Link: https://ohforfoodssake.co.uk/

FB Link: https://www.facebook.com/groups/ohforfoodsake

LinkedIn: https://www.linkedin.com/company/oh-for-food-s-sake/

You can follow us here on Instagram: https://www.instagram.com/oh_forfoodssake/

For industry consulting from Lucy, connect with her on Instagram or LinkedIn.

Find her on Instagram or LinkedIn for further support with industry coaching and facilitation from Amy.

See you next time!