Category Exploration

In a category exploration study we deep dive into the essence of the product category and try to understand what it means to the consumer.

Want to more about our views on category exploration? Check out our long read here.

What do you learn from it?

  • Understand the playing field, learn what consumers find important
  • Know your competitors
  • Understand problems consumers face and the ‘jobs to be done’
  • Associations with your category and whether there are possible subcategories

What can you do with the results?

Based on the outcomes you will be able to make strategic choices about where and how to compete. Because you will learn about where possible unmet needs are you will be able to identify gaps in the market.

When do you use it?

If you are entering unknown territory, because you are developing a product or service in a market that is yet undiscovered. Or trying to find a blue ocean niche in a specific category.

The set-up

Typically, a category exploration project consists of a combination of several research methodologies. Starting with desk research we will learn what is already known. This can be supplemented with a qualitative study in our Food Forum community. Expert interviews and store visits can also be part of the approach. We will advise on the most suitable approach

Timing and investment

The investment depends on the number of research questions to be answered and the depth required. It starts at €5.000 for an basic set-up which will take around 3 weeks to complete. Ask us for a ball park or a full proposal using the button below.

Why Future of Food Institute

We have a huge body of existing knowledge to draw from. We know how successful sustainable brands position themselves. We know how consumers see sustainable brands and what kind of arguments they are susceptible to. We offer a quick turnaround and competitive pricing.

Have a question?

We love to tell you more, so feel free to contact us for more information or fill in the form at the bottom of the page.

What we do

We help sustainable food companies to innovate faster and communicate with more impact. We do this by offering accessible and crystal clear consumer insights

We love working with mission-driven food companies and non-profits that have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.

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