Project overview

Pensaar Design carried out in-depth qualitative research of women and young girls across 4 cities in India to understand nutrition & food consumption behaviours. 

Project goal

Explorative research with low income customers, especially women & teenage girls to learn more about their health, nutrition and food consumption patterns.

Process Overview

What We Did

In collaboration with our partner, we conducted ethnographic research into the behaviours around food consumption patterns, cultural and traditional belief systems driving food consumption habits, influencers and attitudes of target populations in urban locations throughout India. 

The big question was: How can new products and services influence healthier consumption habits among the economically disadvantaged?

India is culturally diverse and  the research was aimed at understanding the target populations’ food consumption within the context of an ecosystem of influences and relationships, including -

Food consumption patterns and lifestyles

Touch points with channels of influence and media

Consumer values and decision making considerations

Above all uncover cultural and geographical nuances and differences

We conducted deep qualitative research across 3 cities in India covering several segments of people - young mothers in low income households with infants or pre-schoolers, Anganwadi workers, teenagers, school going kids and Kirana store owners to understand local preferences and stocking strategies.

Our Approach

Using a combination of research techniques like Follow Me Home to immerse ourselves in their natural surroundings and Show Me How to observe their cooking techniques and household food consumption behaviour we were able to generate key insights that were leveraged into opportunities for intervention.

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