The Need
Our client, the world’s leading pasta producer, previously relied heavily on assumptions to guide their innovation decisions. Recognising the limitations of this approach, they sought our expertise to bridge this knowledge gap. Their goal was to engage directly with current and prospective customers to uncover insights into their pasta needs, preferences, attitudes, and behaviours. This understanding would ensure the organisation, and their products and brand stayed at the forefront of professional kitchens.
Our Approach
Opinium conducted 56 qualitative, in-depth interviews with pasta decision-makers across Italy, Germany, and France. To capture insights for both customer retention and acquisition, we included a mix of current and prospective customers. Participants represented diverse establishment types within each market – including independent restaurants, chains, smaller bars and cafes, and large catering businesses – to explore how pasta usage and needs vary across the industry.
The Outcome
The research provided a detailed understanding of the challenges and needs within the pasta category, directly shaping our client’s innovation, development, and marketing strategies. The nuanced, market-specific insights enabled them to align product innovations and communications with the preferences of operators in each market, ensuring relevance and impact.
