BUSINESS CHALLENGE A large food company was interested in gaining a better understanding of “dessert-preparing” or “treat-making” moms and their behavior during the December holiday season. Making desserts at home during the holidays is an activity some households engage in, however there’s so many “semi-homemade” snack and dessert options that this brand isn’t always top of mind.
METHODOLOGY Illumination Research conducted a 4-week online Pop Up Community of moms with young children who frequently make desserts or snacks.
The community ran from November 28th – December 22nd to strategically hit the peak holiday season.
Respondents were given activities each week to complete and this included uploading photos and videos to bring their activities to life for the client.
RESULTS The Pop-up Community resulted in key foundational insights for the client team including her inspiration for baking, her emotional connection, where she gets inspiration, her go-to holiday desserts, traditions and how the brand fits into her options.