Recipe Usage

HYVE conducted a NetnographyInsights© study dealing with the subject “recipe usage” for Vorwerk Thermomix that is producer of the multifunctional kitchen appliance Thermomix. Special attention was given to the usage of recipes as well as to recipes in connection with cooking habits. For this purpose, online communities and blogs on cooking, eating, food & nutrition as well as on healthy living were observed and analyzed. Vorwerk will use the derived ConsumerInsights© and concept ideas for the development of future products and services.

client:	Vorwerk Thermomix
product:	Netnography on recipe usage

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Dr. Anne Grünhagen, Molkerei Alois Müller

„Müller stands for milk. We, from the innovation team wanted to find out more about milk:
What does the consumer relate to milk-drinking? How, when and why is milk consumed? And last but not least: How does the modern way of milk-drinking look like? We obtained exciting answers to even more questions.
Netnography as an innovative market-research tool delivered much more than just insights: In an idea-workshop, together with identified lead-users, we collected and constructed amazing product ideas.”