Consumption Behaviour & Demographics Study – Multiple FMCG Clients

Objective

To profile consumers and map consumption occasions, identifying who the users are, when and why they use the product, and how that varies by segment.

Methodology

• Quantitative survey of at least 3000 respondents per project.
• Cross-tab analyses by demographics, occasion, and usage frequency.

Key Findings (anonymized & illustrative)

• Identified distinct usage patterns (e.g., morning vs. evening consumption, at home/at work/ on the go).
• Key differences emerged between habitual and occasion-based users.
• Younger demographics displayed higher experimentation and brand-switching behaviour, as well as being more price-oriented.

Actionable Recommendations

• Target campaigns to specific usage occasions (e.g., “morning refreshment” vs. “evening unwind”).
• Adapt product formats to high-frequency occasions.
• Engage younger audiences through innovation and limited-time variants, with affordable pricing.

Role & Skills Demonstrated

Survey analytics · Market segmentation · Data visualisation · Insight communication