SECTOR
Food
SERVICES
Qualitative Research
Audience Deepdive
Category Evaluation
OFFICE
London
Markets
United Kingdom
THE CHALLENGE
AB World Foods knew future growth depended on winning with 18–34-year-olds, but their understanding of this audience lacked the depth, empathy and real-world context needed to act on it.
OUR APPROACH
Through digital ethnography and in-home cook-alongs, we surfaced the tensions shaping younger shoppers' relationship with eating, food shopping and World Food — then used immersive storytelling to help key stakeholders feel that reality for themselves
The work drastically improved internal empathy for the next generation of shoppers, has been utilised across all brands & product types, has influenced four innovation workstreams and had direct and significant impact on how the business shapes their media investment. Want to unlock the next generation of growth? Let’s build it from real human understanding.
They listened deeply, adapted when needed, and provided constructive challenge at exactly the right moments. This not only strengthened our thinking but unquestionably led us to a more impactful outcome. I wouldn’t hesitate to recommend The Mix Global.
Helen Williams, Head of Insight, AB World Foods
