Case Study: Danish Agriculture & Food Council gains insights into Generation Y with Epinion

Zooming in on world views and values belonging to generation Y

The Danish Agriculture & Food Council needed to understand the world views, values, and consumer behaviors of Generation Y, as this demographic represents the future of food consumption. They engaged the vendor Epinion to conduct a study that would reveal how these digital natives see themselves, their social and digital habits, and their food preferences.

Epinion implemented a solution using a mobile ethnographic forum with 40 participants, followed by focus groups. This approach provided the council with unique insights into the generation's digital lifestyle and their strong views on climate and sustainability. The findings directly improved how the Danish Agriculture & Food Council connects with Generation Y and provided strategic hints for future engagement.

Danish Agriculture & Food Council