Lea Ben-Akiva

When products don’t fit neatly into existing categories, traditional research approaches can fall short. This session walks through a blended study design that combined qual exploration, quant validation, and real-world, in-context testing to evaluate an alternative pasta concept. The case illustrates how adapting methods to the category itself can uncover the right insights for success. Key Takeaways: 1. Learn how a 3-phase study blended qual, quant, & live cooking to assess Better For You pasta demand 2. Understand how taste, texture, protein, and carbs shape pasta choice and guide product decisions 3. See how in-person cooking events delivered real-time feedback and deeper insight into product use