Jack in the tiffin box
Unconventional paths to new product idea development

List of publications
Visual Description
Visual Description

Author(s): Sangeeta Gupta, Subhransu Rout, Farheen Romani
Collection: Qualitative Research 2004
Keywords: Ethnographic Research, Focus Groups, Product Testing, Innovation, Culture

PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

Mothers struggle every morning to fill their childrens' lunchboxes (tiffins) with items that are nourishing, satiating, healthy and actually get eaten. However, the child wants to be surprised with interesting foods that can even make his friends envious - a clear gap! Exploring this opportunity using regular research methodology would have been limiting. GlaxoSmithKline, in conjunction with their research partner, AC Nielsen ORG-MARG, utilized an ethnographic approach to the study. Researchers captured all interactions with the boxes 'live' - they 'attended' school, especially at break times, rode buses and visited mums at early morning tiffin packing hours. These observations/interactions were followed with idea generation focus groups with 'creative' mums and kids. By understanding both the mum's and the child's needs, clear direction was obtained for the development of a range of tiffin foods.

Date of publication: 28.11.2004
ISBN: 92 831 1367 5
Order Code: S290-06
Number of pages: 25

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services: