Uitgekookt
How does Uitgekookt reach young professionals with a fresh meal service?
Case Information
Uitgekookt leveraged Community Research to uncover the preferences of a younger target audience. This study provided concrete strategies to adapt their marketing and service offerings. You’ll learn how in-depth target audience research can help align your service with new customer segments.
The Question
What do young professionals expect from a meal service?
Meal service Uitgekookt, primarily serving customers aged 65+, sought to expand by targeting a new demographic. Previous findings indicated that young working professionals in 1- and 2-person households showed interest in a fresh meal service. This shift necessitated in-depth target audience research to adapt their communication and offerings. How do you effectively attract this specific, younger target group to your service?
The Challenge
How to appeal to a new target group with different needs?
Uitgekookt’s existing customer base prefers traditional Dutch cuisine, consistent delivery personnel, and phone orders. A younger demographic likely has entirely different preferences, from international dishes to organic options. The challenge was to uncover these specific needs.
The approach
In-depth Community Research on eating habits.
Blauw conducted a 6-week Online Community Research study with 100 young people. They shared daily eating habits through photo diaries, providing a realistic view of their evening meals and underlying choices. Subsequently, they evaluated concepts and existing meal services.
<span data-metadata=""><span data-buffer="">The result
Recommendations from communication style to delivery options.
The Community Research yielded numerous valuable and concrete insights. Uitgekookt now possesses detailed recommendations, from communication style to delivery options, to align their meal service perfectly with the young target group’s wishes.
Consequence of the Result
How the insight led to action.
Expand the menu.
The young target audience seeks variety and is open to diverse cuisines and dietary options.
Make ordering and delivery flexible.
Convenience and flexibility are highly valued by this group, whereas the current model relies on fixed delivery personnel and phone orders.
Revise the communication style.
The recommendations also impact how Uitgekookt presents itself.
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What is Community Research?
Community Research brings a group of respondents together online over a longer period to gain deep insights into their behaviour, motivations, and preferences. Through diaries, tasks, and discussions, you gather rich, contextual data directly from their daily lives.
How do you adapt marketing for a new target audience?
By using behavioural data and preferences to discover which touchpoints, messages, and offerings appeal to the target group. This enables you to revise your marketing strategy in a targeted manner and deploy it more effectively.
What role does target audience research play in expansion?
Target audience research is essential for expansion as it provides insight into the needs and desires of potential new customer segments. This allows you to optimally tailor your product or service and increase the chances of successful market entry.
WHAT CHOICE IS ON THE TABLE?
You don’t need to know yet which research is suitable. Tell us what you want to decide, and we’ll determine together what’s needed.
