Case Study: Global FMCG Company gains deeper meal-prep insights with weseethrough

Global FMCG Company - Customer Case Study

weseethrough worked with a global FMCG company that wanted a kitchen-level understanding of how people prepare meals across 20 countries, including emerging markets. Although the company already had extensive qualitative and quantitative research, it needed first-hand insight into what people actually do during the full meal life cycle, from deciding what to cook to preparing, plating, cleaning, and storing leftovers.

weseethrough used Google Glass to capture first-person video and audio of 300 meals from 75 people, with participants narrating as they cooked, and then analysed 200 hours of footage using its coding team and the Haystack video curation platform. The study uncovered gaps between claimed and actual behaviour, the role of digital tools in the kitchen, cross-cultural product usage, and the ways people adjust ingredient amounts to suit taste, health, and household needs. These insights informed opportunities in new product innovation, packaging, on-pack communication, digital marketing, and portfolio management, though no specific numerical business impact was reported.