M.O.R.E Case Study

We asked consumers who see themselves as “healthy eaters” to tell us how they felt about a specific snack they were eating.

By fielding short video surveys we got M.O.R.E.™ from their answers. Through this simple method we learned:

• The important differences between “food for fuel” vs. a small treat and “enjoying myself”
• The importance of the time of day

Consumers who did not focus on healthy snacking had other drivers:

• Occupies time
• Makes it easier to concentrate
• Makes them happy / “takes me to my happy place”

M.O.R.E.™ results can give a quick, accurate answer or serve as a starting point for depth research

• These key drivers can be used to strategically position a snack
• Once positioning ideas are developed, the next round of M.O.R.E.™ research could:
  • Quickly evaluate interest in the ideas in order to detect what will be most impactful
  • Give us the option to probe more in-depth with a selected group of consumers
• Because the sample size can be made as large as desired, it is possible to statistically measure the relative strengths

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