Case Study Hello Fresh

Case study – Mobile Ethno for HelloFresh

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How HelloFresh experienced the moment of “unboxing” up close and gained honest impressions.

The challenge

Seeing and understanding reality

HelloFresh has long been using market and behavioral research studies to get to the bottom of its customers’ needs in order to continuously optimize products and services worldwide.

In the course of several studies, one question came up over and over again: What exactly happens when customers receive the box? What is their first reaction? What is (particularly) noticeable when the box is opened? How does the “unboxing” experience affect the quality perception of HelloFresh? These were the questions we wanted answers to.

The goal

Experience the Meal kit journey via a mobile app

In several countries, the “unboxing” – the moment when the user opens and explores the delivered meal kit box – was to be examined. It was particularly important for HelloFresh to receive authentic, honest feedback from existing and potential new customers and to understand the meal kit box journey in detail.

Two factors were particularly crucial: spontaneous and authentic feedback coupled with visual impressions. Besides Germany, Australia was an interesting market. It was also important to be able to view the insights separately for each different HelloFresh user and potential new users.

The solution

Mobile Ethnographie in detail:

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  • Recruitment of test subjects with an affinity for meal kit boxes in Germany and Australia

  • Personal onboarding of study participants to ensure high commitment to participation

  • One-week test phase in which meal kit boxes were tested and the customer journey was observed

  • Versatile use of functions of the Field Notes app used in the project

  • Insight and tracking of all activities in real time via a dashboard

  • Best of video compilation

  • Targeted analysis of focus topics

Used tools

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Course of studies

Insights into everyday consumer habits

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Our customized services

  • Development of a fitting study design: You tell us what you would like to know, understand or test – we translate everything into a matching process and suitable questions.

  • Advice and expertise in the use of the most suitable tools: are video recording, narration tools, screen recording, photo upload … suitable? We develop a customized portfolio with the tools that will give you the answers you are looking for.

  • Providing the app platform

  • Intensive supervision and management of research participants and stakeholders during the field phase.

Key facts

What we achieved

  • Products live in action provide special insights and open up new experiences for stakeholders in the company, an understanding of their customers and inspiration

  • Data can be collected without time delay in the experience context

  • Saving time and money without sacrificing quality insights

What our clients say

“We achieved our goal of getting an honest consumer opinion on our meal kit boxes. With the help of mobile ethnography, we captured real impressions of our customers’ everyday lives and received authentic, unfiltered feedback. Based on this, we will further improve our products to meet our customers’ needs all the way around.”

Manuela Höinng – Senior Global Consumer Insights Manager
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“We achieved our goal of getting an honest consumer opinion on our meal kit boxes. With the help of mobile ethnography, we captured real impressions of our customers’ everyday lives and received authentic, unfiltered feedback. Based on this, we will further improve our products to meet our customers’ needs all the way around.”

Manuela Höing, Senior Global Consumer Insights Manager
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