Who’s cooking: Personas by food choices
Food habits as a reflection of self
Food is often a lifestyle choice. Selection of ingredients, type of meals, weekend consumption, all are strong indicators of lifestyles that reflect individual and family choices. A leading consumer brand was interested in exploring the idea of how food could reflect these lifestyle choices and how AI generated analysis could help profile people based on these choices into persona's.
Image analytics as a persona creator
By running a self attested video diary study, the team was able to document food choices across cohorts. The dashboard presented the data by week and weekend events, demographics, ownership criteria, and more. AI profiled the persona's by these choices and by applying filters on the raw data, it was possible to run several iterations on the dataset to arrive at persona's that best explained the category.
Forward Path
By accounting for regional food habits, packaging preferences and urban lifestyles, including beverages, and understanding individual versus household choices, the research informed the design of persona's for the category and laid emphasis on how regional and cultural differences informed those profiles. Helping the brand understand its consumer base better than ever before.