Exploring the role of oil in the cooking process.
Video ethnography. Qualitative interviews.
As part of the work on the Olej Wielkopolski brand, we visited a group of housewives from villages, towns, and cities. Our goal was to identify the main associations with oil, learn about the ways in which it is used and the cookware used in the process.
Together we cooked and read the labels. We asked consumers which elements they pay special attention to when choosing oil. We looked into the cupboards to better understand which products it stands next to and how it is stored.
None of the respondents ever tried to taste the oil alone.
Consumers expect the oil to be transparent and not interfering with the taste of the dish.
The colour of the oil is an important factor in the purchasing process.
As a result of the process, we presented a set of innovations for implementation – both those requiring minor adjustments and those using examples from outside the categorial framework.