Intuitive Consumer ResearchLEI (Landbouw Economisch Instituut) develops economic expertise for government bodies and industry in the field of food, agriculture and the natural environment. By means of independent research, LEI offers its customers a solid basis for socially and strategically justifiable policy choices.
White Tree was contacted by LEI for advice regarding experiential research. Following a series of initial meetings, White Tree became directly involved in a research project in order to bring experiential research into practice. The objective of the research project was to understand the experiences (purchase motives and dilemmas) of consumers regarding ready-made meals. Usually Hierarchical Value Maps are used to explain the consumer experience, based on the means-end-chain-theory, which illustrates the association between product attributes and consumer values. This is a cognitive approach, which works well but only covers one side of the story. That is why White Tree enriched the research with intuitive (creative) techniques, which were adapted to the research needs. As a result the more unconscious processes, feelings and interpretations of consumers were also brought into the picture. The findings of this research are useful and applicable for businesses (product development), universities (new technologies) and the government (campaigns/subsidies).
LEI Team member’s feedback: “The results from previous projects based on traditional interview techniques are much more superficial; with the use of intuitive techniques we have gotten much closer to the consumer”.
Project Leader’s Feedback: "We are very happy with the way our collaboration with White Tree took form. A huge degree of involvement, open communication and a constructive approach characterize the way you thought with us about our project! We have reached inspiring results for the EU-project and on top of that we have learned about experiential research and the application of intuitive techniques." | Website  |