We blend creative qual and quant research solutions with existing knowledge for a rigorous foundation for effective marketing and strategies.

Our Toolkit

We can offer any type of market research methodology, both quantitative and qualitative, depending on your needs.

Way of Working

Our toolkit consists of effective, efficient and fast market research approaches that deliver solid and highly usable results.

Quantitative Research

Reliable numbers help turn complex decisions into clear direction. We combine category expertise with efficient, high‑quality research execution—giving you quantitative insights you can trust to move your business forward.

What do we do:

Some of our work:

Qualitative Research

Qualitative insights reveal the motivations, emotions, and cultural beliefs that shape consumer behavior. With extensive experience in sustainable food choices and a strong team of experts, we uncover the deep human insights that spark innovation and sharpen strategic direction.

What do we do:

Some of our work:

Food Profiles

Food Profiles is a research‑backed segmentation model that identifies six distinct consumer types based on their food values, motivations, and behaviors—providing far more precision than traditional demographic segmentation. Developed by Future of Food Institute and Food Cabinet, it helps brands tailor their products, messaging, and innovation strategies to what truly drives each consumer group.

What can you use it for:

Segmentation | Customer Research | Communication Research | Brand Positioning | Profiling & Targeting

Some of our work:

Positioning Cultivated Meat

Cultivated meat may be on the market soon. But consumer acceptance is not a given. Different people have different reasons for trying it and also for rejecting it. A segmented approach to marketing is needed. Learn how we applied our Food Profiles to develop the first fictional but consumer oriented promotion campaigns for this exciting innovation.

U&A / Category Exploration

Usage & Attitude research gives you a deep understanding of how consumers use your products (and your competitors’)—and how they think and feel about them. By combining real‑world usage behavior with emerging category developments and global consumer trends, we help you future‑proof your portfolio and fill your innovation pipeline with products consumers truly want

What can you use it for:

Some of our work:

Understanding the World of Mushrooms

The world of mushrooms is huge and diverse. For global b-t-b supplier Scelta Mushrooms we set out to explore it. Together with them we uncover how consumers see mushrooms, how they feel about them and how they use them.

Concept Testing

Concept testing helps you de‑risk innovation by validating ideas early with real consumers, ensuring your next product or proposition is grounded in evidence rather than assumptions. We deliver fast, reliable, cost‑effective, and actionable concept evaluations—refining ideas, uncovering new opportunities, and strengthening propositions before full‑scale development.

What can you use it for:

Validate early concepts | Product Concept Fit | Market Acceptance | Idea Selection | Claims Strength Assessment

Some of our work:

Communication Research

Communication research ensures your messaging truly resonates by grounding it in the language, tone, and motivations of your target audience. By involving real consumers early, we help you develop clear, relatable, and high‑impact communication that makes every advertising euro work harder.

What can you use it for:

Some of our work:

Power to the Pieper

Understand how Dutch consumers think of potatoes. The insights were used to fuel a campaign to promote potato’s in The Netherlands.

Policy Research

Policy research helps ensure that interventions, regulations, and campaigns are grounded in a solid understanding of real consumer behaviour and the motivations and barriers that shape this behavior. By combining behavioral insights with our deep expertise in sustainable food choices, we help policymakers design effective, evidence‑based solutions that truly drive positive change.

What can you use it for:

Understanding (un)sustainable Behavior | Develop Interventions | Pre-test Effectiveness | Effectiveness Measurement

Some of our work:

Acceptance for Meat Advertising Ban

Understanding what factors contribute to the perceived (in)effectiveness of a policy is important to estimate its impact and prevent public backlash. Read how we determined whether or not citizen support a ban on meat advertisement.

How We Work

Our way of working combines solid methodological rigorousness with real-life pragmatism and a relentless focus on actionability of the outcomes.

How?

Always start with the desired end results of the client in mind.
Make use of existing knowledge as much as possible to avoid researching what is already known.
A network of specialised research suppliers for those parts of the research we can not do ourselves.

The foundation of how we work has been described in our founder’s much appraised book ‘What’s the Question?’.

We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.

We are the insights partner of choice for food companies and non-profits that aim to 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.