Cases 09.09.2025

The potential of a new product was explored – listening to the target group supports strategic decisions

Data-driven leadership Marketing research Research

Dagmar’s customer company wanted to investigate the potential of its own snack biscuit product and its chances of success in a highly competitive category. The aim was to gain a comprehensive understanding of why and in what situations snack biscuits and bars are consumed, as well as which factors influence consumers’ purchasing decisions and which act as barriers.

Towards an assessment of market potential through consumer and category understanding

The customer’s product is a relatively new entrant in the category of snack biscuits and bars. The customer needed to assess the position of their own product and its chances of success in a product category where competition is fierce, one brand dominates the shelf space and differentiation can be challenging.

The aim was to gain a comprehensive understanding of consumers’ motives, needs, preferences and purchasing behaviour: why and in what situations snack biscuits and bars are consumed, how the purpose of use affects the choice of product, and what are the most significant factors and barriers to purchase for consumers.

In addition, we delved into what kind of expectations and wishes consumers have for the development of the category and what the perfect snack biscuit or bar would be like from their point of view.

Insights beyond the surface – qualitative research to support the customer’s business

Dagmar’s experts first clarified the current situation and business goals in close cooperation with the customer. On the basis of this, a concise and precisely defined qualitative research entity was built, focusing only on the essentials. At the heart of the study were face-to-face mini-group discussions, to which carefully selected representatives of the target group were recruited. In the discussions, the participants shared their thoughts, compared their experiences and considered together what factors make the product a “winner”.

As a preliminary task, the participants visited a familiar grocery store, examined the shelf of snack products and documented their observations with the help of a survey and photographs. These observations were used in discussions that went through the use of the category, needs, interesting products and factors influencing the purchase decision. Finally, the focus was on the recognition, strengths and competitive position of the customer’s own brand. In the face-to-face implementation, the participants were able to get to know the products in more detail – to compare, touch and taste. This concrete action sparked lively discussion and brought up new perspectives.

In the grouping task, the participants structured the products in the category according to jointly agreed criteria, which deepened the discussion and inspired them to examine the similarities and differences of the products in a versatile and detailed manner.

The entire research process was designed in close cooperation with the customer. Special attention was paid to ensuring that the results can be directly utilised in business development.

“Cooperation with the customer went very well – we received a clear brief right from the start, which guided the planning of the study in the right direction. The customer had strong confidence in Dagmar’s expertise and felt that the chosen qualitative method was suitable for this particular need. It was clear to the customer that they need genuine and in-depth consumer understanding to support decision-making – and that’s why Kvali was the right solution for that.”, says Kati Myrén, Lead Strategist, Dagmar

From consumer understanding to concrete recommendations

A well-done groundwork, clearly defined goals and an iterative way of working, combined with a strong understanding of the customer’s business, ensured that the combination of two group discussions and a pre-assignment for the participants was just the right solution. As a result of the study, the customer gained a clear and in-depth understanding of the consumers’ use of snack bars and biscuits, their purchase motives and selection criteria.

We delved into how consumers perceive and articulate the product category and competitor field on both emotional and rational grounds, without forgetting the role of the brand. Based on these insights, we clarified the strengths, development areas and opportunities of the customer’s own product in relation to competitors. As a result, we delivered clear, concrete and genuinely value-creating recommendations to the customer that support strategic business decisions.

“Light Quality is a great tool when you want to identify the right questions and get answers to them immediately. When we quickly got answers to the questions that divided the team, it was easy to choose a common direction,” says Minna Isotupa, Business Developer, FeedPackers Oy.

Does your company’s data driven leadership need to be improved?
Or don’t know what customers think or how they act at the moment?

Contact Dagmar’s market research and insight team – we can help!