Servero taps into evolving consumer behaviour to power product strategy

Servero sought a research partner that could facilitate access to a diverse range of age groups, including parents of children aged 3-12. It aimed to enhance Servero’s understanding of the evolving taste preferences throughout different stages of development:

1. Preferences for flavours, combinations and packaging choices
2. Interest in new flavour combinations and herbs
3. Differences in preferences by age groups – fruit, vegetable, dairy or plant based products
4. Health and lifestyle choices and their impact on purchase decisions

A national study was launched that provided Servero with access to consumers of a wide age range and parents of young children. The in-depth research would provide new insights on flavour variations and purchase decisions. This was achieved by:

Identifying relevant audiences from a deeply profiled panel - Our Research Expert built unique audiences from Pureprofile's panel of adults and parents of young children who are consumers of healthy food products.

Designing robust, in-depth questionnaires - 2 surveys were developed to connect Servero with its target audiences to capture preferences for flavour combinations, interest in new ingredients and purchase choices.

Providing analytical reporting to guide product development - The data collected and analysed allowed Servero to segment the responses by age, helping to identify key differences between younger and older children so Servero could tailor its offerings.

By engaging with the appropriate target audiences for its product category and analysing their flavour preferences, motivations, and interests, Servero was able to:

1. Gain deep insights into new target audiences and devise a suitable product strategy tailored to different age groups
2. Understand consumer behaviour related to purchase decisions and lifestyle choices
3. Acquire knowledge about consumer preferences to guide future product and packaging development initiatives and identify gaps or unmet needs