‘Don’t play with food!
How an unorthodox research project helped a charming taboo breaker to find its way into German kids’ hearts

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Author(s): Helen King, Dorte Toellner
Collection: Qualitative 2011 - Embrace, inspire and celebrate!
Keywords: Observational Research, Focus Groups, Concept Testing, Brand Research, Innovation

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Research is often described as the enemy of innovation. In fact, we ask a lot of participants when requesting they predict future consumption patterns in a focus group. Innovation is about breaking away from patterns. Lateral thinking and stepping out of comfort zones are required! Cheestrings, the quirky children’s play cheese brand, is based around breaking adult taboos – ‘Don’t play with food’! This paper outlines how a new, energising approach is better equipped to assess consumer acceptance than traditional focus groups, and how researchers became enablers instead of deal breakers when the client faced tough decisions.




Date of publication: 13.11.2011
ISBN: 92-831-0255-X
Order Code: 59640_17
Number of pages: 12

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