Customer Research around breakfast culture

The objective was to achieve more efficient and targeted communication through a shared understanding of the current and potential target group within the company and with the agencies in charge.

In 90-minute contextual in-depth interviews, 17 participants in the Aachen and Cologne area were interviewed in their own homes. The interview was semi-structured and an interview guide navigated thematically. The interview was conducted by two Cocomore employees: an interviewer and a documenter and observer.
Analog working material serves as an object of discussion. 
In our case: self-assessment and classification of social environment, personality and analysis of touchpoints
Contextual interviews in the interviewee’s home also allow for observations in the personal living space and/or a brief exchange with family members/other social environment.
A subsequent online survey aimed to quantify and validate observations from the qualitative interviews.