Ethnographic Food Research
Exploring Real-Life Food Behaviours and Traditions
Through qualitative research and fieldwork, we uncover how everyday practices, routines, and cultural traditions shape food choices.
Why It Matters
People do not make food decisions in isolation. Habits, routines, family traditions, and daily realities strongly influence what they eat and why.
Understanding real-life behaviour helps organisations design products, services, and strategies that are relevant, human-centred, and grounded in how people actually live.
Who It’s For
- Food brands
- Retailers
- Hospitality businesses
- Manufacturers
- Start-ups
- Innovation teams
- Marketing teams
- Public sector organisations
Services
- In-home and real-life food studies
- Consumer interviews and focus groups
- Food routine and habit research
- Cultural food behaviour mapping
- Customer journey exploration
- Pilot concept testing
Deliverables
- Qualitative research report
- Consumer personas and food routines
- Food diary and observation summaries
- Journey maps and behavioural insights
- Visual storytelling (photos, insight boards)
- Recommendations for strategy, products, or services
Request a Food Insight Brief
Understanding how food shapes cultures, communities, and behaviour.