Abstract:

This paper describes how to put together an innovative research design based on several contrasting perspectives and techniques, with the purpose of gaining new consumer insight and understanding in the school-lunch market in Norway.The ultimate goal is to develop ideas for new products in this market, based on consumer insights. A broad and creative mix of digital, multimedia, online and offline methodologies and a focus on interactive and engaging respondent activities ensures rich output.The project has been specially tailored to solve the particular challenges in researching the youth market. The authors aim to show how the parts can become more than the whole, and also the challenges presented in such an approach.