Qualitative research for Ecoculture

07.04.21
How good are you at choosing tomatoes at the groceries?

We conducted qualitative research for Ecoculture, one of Russia’s biggest agricultural holding company, to find out the audience’s selection and consumption patterns. We focused on tomatoes.
It turns out that most consumers care little about the country of origin or breed of the vegetables. The only things that matter are the smell, flesh flexibility and colour. According to the research data, tomatoes should be visually accessible on the shelf so that consumers can easily estimate these qualities. All in all, it’s safe to say the culture of tomato consumption in Russia needs a lot of improvement. That’s what Ecoculture’s up to.