Solway Foods is a leading manufacturer of fresh salads and sandwiches. Solway were looking to relaunch its layered salad range with additional new lines to compliment their existing portfolio. The client wanted to investigate a deeper understanding of how consumers choose and consume layered salads. Turquoise were asked to conduct qualitative market research with consumers in the packaged salad market.
The objective of the project was to investigate a deeper understanding of how consumers choose a consumer layered salad. Specific objectives included the unearthing of attitudes and behaviour towards salads and reasons for purchase of layered salads.
In order to meet the research objectives a qualitative methodology was utilised which comprised of a number of Focus Group discussions and the use of System DNA – Turquoise’s core proprietary methodology for unlocking customer motivations and linguistic styling.
The results illustrated a detailed picture of the consumer and their behaviour and attitudes towards salads, and specifically layered salads. The information was deemed highly insightful by Solway who used it to help with the positioning for the relaunch and future product development initiatives.