Pizza Express wished to understand peoples’ experiences of and attitudes towards the different sorts of speciality breads available in-store. Such breads include dough balls, dough sticks, ciabatta, focaccia, and many others, also including additional ingredients such as garlic, roasted vegetables, and cheeses.
We recommended a qualitative approach, comprising two group discussions of housewives; with groups split by age.
The groups were traditional 2-hour discussions, each including two tasting sessions. Facilities were available to heat the breads, which meant they could be served as they would be served at home.
Obviously, the results relating to individual products are confidential to the client but we have been able to help them refine which breads have most potential for development; in effect, it has worked as an early stage concept test.