The snack food consumer journey

Using the example of Kate, a working mom in the US, this article explains the five distinct stages in the snack food path to purchase, using qualitative research undertaken by Microsoft Advertising and Ipsos OTX.

The snack food consumer journey

Kelly JonesMicrosoft Advertising

Faced with huge choice and divergent family tastes, mothers are making more considered snack food purchases. Microsoft Advertising's Kelly Jones reveals opportunities to influence the five key steps in the path to purchase.

Kate is a working mom in the US facing all the challenges and joys of parenthood – including what to feed her family on a day-to-day basis. In any typical day, Kate's seven-year-old daughter refuses to eat any food item beyond white rice and yoghurt, while her five-year-old son goes after anything containing sugar with stunning determination. Meanwhile,...

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