The Need
A European based bakery business needed to gain a better understanding of how consumers and craft bakers determined the meaning of artisanal bread. They wanted to identify opportunities for growth and develop a range of compelling products to roll out in France, Italy and Germany.
Our Approach
Opinium conducted a seven-day online community with 20 bread buyers per market who shared visual footage of their interpretation of artisanal bread; uploading photos of baked goods from local bakery displays and retailers to showcase what artisan really meant to them. Six IDIs in each market were also conducted with craft bakers to gain a professional perspective on the art of artisan.
The Outcome
Opinium identified two key areas for the bakery business to build future propositions from and provided recommendations on how best to communicate a credibly artisanal range going forward.
