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Eating on the go

Customer Research 2010.09-2011.01 (group work)

Customer Research in New Product

Development

Societal shifts such as irregular working hours, longer time

spent in transit, and fragmented mealtimes are driving

consumers to feel more time pressured. As a result,

consumers are increasingly consuming food and drinks

on-the-go. In this project, the emerging trends driving and

potentially inhibiting on-the-go food and drinks consumption

are to be explored in qualitative and quantitative research.

Besides, insights can be used to develop and design a new

and better eating on the go experience for LU, a biscuit

company in the Netherlands.

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Eating on the go

Project goalThe research group aims to help LU in the process of designing a new set of foods/snacks that can be eaten on-the-

go. There can be problems or issues which people face while eating on-the-go. The group wants to explore and nd

these issues to help LU design better eating experiences.

Qualitative ResearchTarget group

Young student aging 15-25

years old, who are people

with purchasing power.

Methods

Observation methods: non-participant observation and

participant observation

Sampling methods: convenient sampling and intentional

sampling

Objective

Understand human behavior when eating on-the-go

and to gain some insights in solving or improving their

situation when they eat while on the move.

Food

Different kinds of food are bought and consumed in the observation.

Locations

Observations are made in several places where more students are active.

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Eating on the go

Key fndings

In the analysis the research team categorizes eating on-the-go behavior and its related environment in several aspects.

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Eating on the go

Quantitative Research

Objective

Social Interaction

Interaction within peer groups and

interaction with the environment

when people eat on-the-go

Multitasking

The most common and difcult activity

people perform simultaneously while

eating on the go and peoples emotions

Clean Disposal

The necessity, frequency and

common way of cleaning hands

before eating

The previous observation

presents three main issues

affecting eating on-the-go

behavior: social interaction,multi-tasking and need of

clean disposal. Next to that

hypotheses of correlations

between the issues are stated

and a quantitative research is

conducted to verify them.

An online questionnaire is developed to collect quantitative data and 81 students participate in the study. There are total 19 questions which ideally

enable respondents to nish in ve minutes. The data is further analyzed via Statistical Product and Service Solutions (SPSS).

Methods

Findings and suggestions

There is no signicant gender based

difference for food choice and there is

no need to design an eating-on-the-go

product specically for one gender.

Gender and food preferences

Easy-open package or portion

The package or portion of the food

should make it easier for consumers

to do other activities such as using

cell phone at the same time. So LU

could develop smart package design

which is easy to open with one hand

or smaller portions for products.

Most of the respondents prefer bakery

products and beverages. So it would

be advisable to LU to develop a set of

bakery products and beverages as a

breakfast menu.

Bakery product and beverages

Respondents emphasize on cleaning

of hands and disposal of packages

after eating on-the-go. LU could work

on exploring packaging material

that could be used as a tissue and

disposed off easily after the food

product is consumed.

Hands cleaning and disposal package