What can psychology contribute to business? Consumer research accompanying the launch of a new product on the market

Abstract

AimThe article presents the role of psychology in carrying out consumer research accompanyingthe creation of an innovative product – a chocolate cream based on oleogel (palmoil substitute).MethodThe studies were carried out by an international consortium within the EIT Food (Horizon2020 funding) and covered four stages: (1) A segmentation study used to explore the needs ofconsumers and identify target groups for the new product (in Poland, N = 891 and in Spain,N = 908); (2) Ethnographic research to gain greater insight into consumer motives and barriers(21 in-depth interviews (IDIs) in the homes of respondents); (3) Qualitative research testingthe communication concepts of the new product relating to health vs ecological benefits(12 focus group interviews – FGIs); (4) A product taste test to identify the best taste variantto place on the market (N = 1,052 consumers, 314 of which were children aged 6–12 years).ConclusionsThe conducted project is an example of cooperation between the science with businessworlds, where the role of scientists consisted of providing in-depth, psychological knowledgeabout consumers and their needs and behaviours, along with the eating nutritionalbehaviour motives and barriers.