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Case study: researching food habits in the Netherlands

30. November 2018

Case study: researching food habits in the Netherlands

The design agency STBY aimed to better understand the perspectives of Dutch people on health and sustainability of food. They did a deep research study in order to collect data and generate insights.

The goal of the project was to understand Dutch people’s perception of food in terms of health and sustainability. What they think of and how they want to handle these issues as well as how they really act in their everyday lives, which can vary remarkably.

STBY decided on using mobile ethnography because of traditional methods taking too much time and resources as well as bringing fewer results.

These people were really on board and superconvinced. They now act as multipliers within their organization, get others aboard and try to spread this new user-centered approach.

Sophie Knight
STBY

This case shows what people think about new proteins derived from plants instead of animals.

Katharina takes care of marketing and communications at More than Metrics. With her background in business and psychology she loves both logical as well as empathic thinking.