Challenge
Dyson Farming wanted to understand consumer perceptions of cold pressed rapeseed oil, assess switching potential from other oils and compare how its products performed against a premium olive oil competitor. The challenge was to combine category understanding with robust product benchmarking.
Approach
Dyson Farming Oils Dyson Farming wanted to understand consumer perceptions of cold pressed rapeseed oil, assess switching potential from other oils and compare how its products performed against a premium olive oil competitor. The challenge was to combine category understanding with robust product benchmarking. We combined a quantitative survey of 206 cooking oil buyers with a central location taste test involving 50 consumers. This enabled us to explore awareness, usage, drivers, barriers and perceptions at category level, while also testing product performance in blind tasting across different contexts. The mixed-method design gave both strategic and sensory insight. The research showed strong familiarity with cold pressed rapeseed oil, identified health and versatility as key purchase drivers and demonstrated that Dyson’s core product performed competitively against a premium olive oil benchmark. It gave Dyson Farming clear direction on positioning, messaging and future product development.
Outcome
The research showed strong familiarity with cold pressed rapeseed oil, identified health and versatility as key purchase drivers and demonstrated that Dyson’s core product performed competitively against a premium olive oil benchmark. It gave Dyson Farming clear direction on positioning, messaging and future product development.