Consumer research
insight into behavior and choices
In its consumer research, Food Pioneers examines how people think about food and the choices they make. These insights help develop interventions, communications, and products that better reflect consumers' lives. Our approach directly aligns with experiments conducted within the Food Labs .
Better insight, better offer
Why this is important
The consumer – the eater himself – is a crucial link in the food transition.
Using methods such as context mapping, we reveal unconscious drivers and barriers, which we then translate into opportunities for supply and communication.
We are setting up follow-up studies, such as experiments that encourage whole-grain choices and tie in with ongoing consumer transitions.
Our approach
We combine design and behavioral methods with real-world research. Three steps are central:
Research
We map behavior, motivations, and context: who chooses what, when, why, and with whom? We use both qualitative and quantitative methods.
Innovation
Based on these insights, we develop concepts that make desired behavior more attractive. Think of Bean Food Pairing : recipes, combinations, and shelf solutions that lower the barrier to using legumes.
Intervention
We test and implement solutions in stores, schools, and community centers, and measure their impact. We scale up what works together with partners in retail, food service, education, and government. These lessons are integrated into our Food Programs to strengthen knowledge and entrepreneurship.
Context mapping
Context mapping is a method we use to visualize the world behind choices: the routines, emotions, and unconscious assumptions that influence what people eat and buy. Instead of simply asking what someone does, we map out why , when , and with whom choices arise. This leads to products, communications, and interventions that truly connect.
Consumer behavior in practice
In Almere, we don't devise solutions behind a desk; we test them directly in the living environment. Food Pioneers develops and evaluates interventions together with citizens, businesses, and educational institutions. Think of supermarkets, schools, and community centers: places where change becomes immediately visible and tangible. This approach is part of our Living Lab , where experimentation and policy reinforce each other.
Who is this relevant for?
Retail & food service
Interventions and on-shelf communication that encourage healthy, sustainable choices, focusing on recipe inspiration, product range, and routing.
Producers & developers
Product, packaging and proposition that connect with real usage moments and behavioral goals.
Education & government
Well-founded insights for curriculums and policies in the food environment. Also see our "For whom" page for an overview of target groups.
To collaborate
Want to observe, participate, or test an intervention? Contact our team.