Food Segmentation among Millennials
The graphs and data presented are either part of the original UXR reports or created to present the project and key information is blocked to protect the confidentiality of the research.
Context
The product team for Discovery Food brands wanted an in-depth look at user behaviors among Millennial food lovers to create and prioritize the product and content roadmap. A study was commissioned among Millennials to explore recipe need states, digital recipe sources, and alternate positioning for digital food apps and opportunities. The goal was to enhance the company's understanding of its diverse user base and create more targeted and engaging food-related content.
My Role
As the lead UX researcher, my responsibilities included:
Persona Development: Partnering with a vendor company and collaborating with product, content, and research teams to create detailed personas that encapsulated the key characteristics, needs, and preferences of Millennial users.
Synthesizing Learning: Synthesizing findings clearly and concisely, highlighting user needs and recommendations.
Leveraging Data: Utilizing Simmons data tied to segments to gather additional information.
Executing IDIs: Conducting internal in-depth interviews (IDIs) and creating survey interviews to recruit participants for each persona.
Reporting: Presenting the personas to stakeholders through comprehensive reports and visual presentations, ensuring they were actionable and easily understood.
Collaboration: Working closely with product, design, and marketing teams to integrate the personas into the company’s strategic initiatives.
Key Learnings
Through this comprehensive research approach, we uncovered several critical insights about Millennial food preferences and behaviors. Some of them are related to digital engagement, culinary exploration and budget consciousness. We identified four key persona segments to focus on, each representing a distinct set of needs, preferences, and behaviors.
Impact
The development of these food personas had several significant impacts on the company’s strategy:
Content Strategy: The personas informed the creation of targeted content that resonated with Millennial values, such as healthy eating tips, quick and easy recipes, and sustainability-focused articles.
Product Development: Insights from the personas guided the development of new products, such as meal kits tailored to Millennial preferences for convenience and health.
Marketing Campaigns: The marketing team used the personas to craft compelling campaigns that spoke directly to Millennial interests and behaviors, increasing engagement and brand loyalty.