Client:
Redesign Food for Value: a European programme empowering businesses to create sustainable, healthy and consumer-loved food products through real-world insights.
Brief:
The Redesign Food for Value programme includes concept testing to give start-ups real feedback from consumers. This step is critical to refine early product propositions. Concept testing mans that products are created and launched based on insights from real consumers rather than assumptions alone.
Our approach:
Our first round of concept testing developed a baseline. We presented product concepts from 13 companies to a total of 1500 consumers in Germany, the Netherlands and Belgium. The participating start-ups now understand how consumers perceive their product. We found out how clear, relevant, unique, trustworthy and sustainable consumers believe it is.
This revealed what current resonates about each product’s positioning. We also determined what aspects need refinement.
Each participant received a bespoke dashboard that consolidated their results into clear, actionable insights. These dashboards guided the participants to reflect and begin shaping updated iterations of their propositions.
Impact
By providing feedback from real consumers, concept testing helped participants:
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Identify what aspects of their story were already compelling.
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Reveal where narratives needed simplification, stronger differentiation or to build trust.
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Enable more structured decision-making when positioning products.
Rather than a final judgement, the baseline results acted as inputs for the design process. The results guide the next phase: testing refined positioning.
How can we help you?
We support food innovators, SMEs and food system partners to validate early concepts, uncover consumer motivations, and strengthen product stories. This means ideas don’t stall before they reach the market.
Whether through tailored dashboards, structured consumer feedback or dedicated follow-up workshops, we help translate insights into clear action.
If you’re interested in building stronger, evidence-grounded food innovations that resonate with consumers, get in touch.
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.
