Food Bait – development tools for SMEs

TOOLBOX DEVELOPMENT TOOLS FOR SMES

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Table of contents 01

FOOD BAIT PROJECT

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CONCEPT DEVELOPMENT

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PRODUCT DEVELOPMENT

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EXPLORING NEW MARKETS

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ACKNOWLEDGEMENTS

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ASK, LISTEN, TRY OUT! Welcome to work with collaborative product and concept development tools! This publication, produced during the Food Bait (www.foodbait.fi) project, introduces you to a few of the various concepts tested, which companies in the food industry can apply to their operations guided or independently. The publication introduces SMEs to a business and product development method that enables companies to use the competence of and feedback from researchers, experts and food enthusiasts to develop their product—from crystallising their business idea to launching the nearly complete product.

The methods presented can also be used to support development and educational organisations. In addition, we offer a peek into project-time activities with the help of an example case. The material includes links and tips regarding experts and services in the field, located on both sides of the Kvarken region in Finland and Sweden.

This tool is divided into three thematic units: 1. Concept development, 2. Product development and 3. Exploring new markets. You can acquaint yourself with the material in any order. The different stages of the product development process are discussed throughout the material. The toolbox is available in Finnish, Swedish and English.

We hope you find this material to be fun and useful support for your development work!

AUTHORS Footnote: The material will not be updated after 8/2019. The authors are not responsible for changes to the information or for any broken links.

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WHAT IS IT ABOUT? This toolbox publication was created during the Food Bait project to help share information, competence and experiences that support and promote the growth and internationalisation of the Botnia Atlantica region. The work was carried out in workshops that were collaboratively devised by the region’s SMEs, development organisations, universities and higher education institutions. The workshops were designed to help increase the business competence of SMEs and entrepreneurs, boost the product development of food and food-related services as well as develop concepts and a creative food economy.

Nordland

Västerbotten Keski-Pohjanmaa / Mellersta Österbotten Västernorrland

Nordanstig

Pohjanmaa / Österbotten

Etelä-Pohjanmaa / Södra Österbotten

Cooperation involving different organisations and businesses enables resources to be combined to innovate new products, create cross-border value chains and make the markets more international.

This development toolbox introduces SMEs to a business and product development model that enables companies to use the competence of and feedback from researchers, experts and food enthusiasts in their own product development.

The process begins with the crystallisation of the idea (concept development), continues with customer-oriented product development workshops (product development) and finishes with the introduction of the nearly complete product to consumers (exploring new markets).

examined and assessed product ideas, demo products and even a few launched products from the perspective of product features, future trends and current themes, including sustainable development.

The material has been produced collaboratively by the University of Turku, the Seinäjoki University of Applied Sciences and Umeå University in connection with the Food Bait project, which has received EU funding through the Botnia-Atlantica programme. In 2016–2019, food businesses, researchers and food enthusiasts in the regions met for collaborative food development at workshops organised on both sides of the Kvarken, in southern Ostrobothnia in Finland and in Västerbotten in Sweden. The participants

We have encapsulated the operating model under the motto “ask, listen and try out”, which expresses three important aspects of customeroriented product development:

This publication contains models and descriptions of, for example, the design and organisation of workshops and surveys. Links are provided for downloading the relevant forms and background material.

• • •

ASK the markets and consumers about their wishes and needs.

LISTEN to what they say and use what you learn in your development work.

TRY OUT different alternatives and identify the winner by ASKing and LISTENing.

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CO-CREATION OFFERS CUSTOMER INSIGHT AND TARGETED EXPERT SUPPORT ideas were conducted at workshops, and consumer feedback was also collected at tastings organised at various events. The resulting observations helped companies continue their product development.

EVALUATION

PRACTICAL WORKSHOP

WS#1 Idea development

EVALUATION AND DISCUSSION

PRODUCT CONCEPT DEVELOPMENT

WS#2 Product development

EVALUATION OF PRODUCT CONCEPT AND DISCUSSION

CONSULTING

IDEA GENERATION

CONSULTING

CONSULTING

In Food Bait, the focus was especially on consumers and on engaging them in product development as early as possible. Sensory evaluations of product

The activities and methods draw on theories of co-creation, which are discussed in greater detail in a more extensive article (link to co-creation material, PDF in cloud service).

CONSULTING

In this context, co-creation means that product development also involves customers as well as business and product development experts, who help companies develop products and services that provide the best possible answer to present customer needs.

WS#3 Product development

PARTICIPANTS AND FUNDING Food Bait – Better food as a growth and attraction factor for the Kvarken is a project supported by the Functional Foods Forum of the University of Turku, the Seinäjoki University of Applied Sciences and Umeå University. The project received EU funding from the Interreg Botnia-Atlantica programme 2016–2019 and match funding from the Regional Council of Ostrobothnia (FI), Region Västerbotten (SE), Etelä-Pohjanmaan korkeakoulusäätiö (FI), Umeå University (SE), the University of Turku (FI) and the Seinäjoki University of Applied Sciences (FI). The project website is available at www.foodbait.fi

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CONCEPT DEVELOPMENT The concept development workshop series is based on needs identified through company interviews. It is developed for providing knowledge and tools for entrepreneurs to implement in their businesses, also over time.

The pedagogical aspect is an important factor to consider when planning the workshop setup.

Accessibility and immediate perceived value for the participants are other important factors. The series is set up as a step by step process, each step based on theoretical learning and practical tools for implementation. The workshop format is also designed to offer the possibility to network and learn from other entrepreneurs as well as provide an opportunity to have a dialogue with consumers directly. Each step of the process is concretized through real life stories of regional role model businesses for a source of information.

All activities are built on creating a basis for cocreation between different actors participating in the activities.

During the first step, activities help the companies to understand what a concept is, being able to relate to it and even understand the context of the concept, which the company’s brand is part of.

The context includes the consumer perspective and helping the companies to look at their business from a consumer perspective. First you must be able to understand your own concept, after that you are trained in using creative tools for developing your company´s own actual business concept. The company´s own business is put in center and different ideas benefitting the business concept are generated. The companies learn to develop the ideas further by using different tools in order to refine the business concept. In this, creative methods are central.

In the next step, securing the concept for the future, companies are introduced to trends and how these influence their businesses. Focus is on mega trends and how the companies should use trends for finding their path into the future.

The concept development activities are based on two major steps where the first one focuses on determining the company’s concept and the second on securing the concept for the future.

Case Food Bait Food Bait Project started out by interviewing more than 50 regional SME companies in food production in Västerbotten in Sweden and Österbotten and Södra Österbotten in Finland. The interviewee selection was limited to operations executing some sort of refinement of the natural food resources and consciously spread geographically all over the respective regions.

The study revealed uncertainty of goals and limited knowledge of business development. The results revealed an expressed need for support and inspiration, as well as a need for networking and collaboration with other local businesses. The companies’ marketing efforts were limited to word of mouth and recommendations, and sample offers at fairs etc. Many were also inactive in the use of digital communication channels due to allocation of time. The entrepreneurs all had dreams for their business, however they were not active in pursuing their dreams nor to hold on to the original concept and passion. Sending a clear message to the market was difficult due to a fear of not pleasing all.

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Interview from a concept development perspective with Stina Sjöström, at Salteriet Byviken AB in Obbola.

About the company: Salteriet Byviken AB is located in Obbola and has had their farm shop in operation since the year 2012. Though the fishing itself has been happening since 1992. The concept is to refine and sell their own fished raw material, and thus work according to season CREATIVE CONTENT and current availability. There are currently three employees, plus an additional four during the MARKETING summer months.

INTERVIEW Question: How did you come in contact with the Food Bait project?

Answer: We were called, and Julia came here to visit and interviewed us about what we were interested in and what we were in need of.

Question: Why did you want to participate in the project?

Answer: We wanted to learn new things and acquire knowledge that can be difficult to learn in other ways. And networking and establishing contacts is always valuable, I think.

Question: What was your company like before you joined the project?

Answer: It has not really changed very much; it has been pretty much the same over these years.

What has happened is that we have grown; demand has become greater for our products.

I am out and moving around in different markets now more than I did in the beginning.

And the products have developed. And I have gone to a few courses that have been good.

Question: In what way have you developed conceptually since then?

Answer: We don’t change anything, but keep to our basic concept from the beginning.

We have received offers or proposals as to what we can do, but then we have sat down and thought back to our basic concept. To just sell our own raw material, but you can try to develop it with new methods and such.

Question: If you hadn’t participated in the project, where would you have been as a company today?

Answer: I think it would have stayed quite the same anyways, I have of course acquired new knowledge and learned a lot. But otherwise I would have kept on as usual, I think.

Question: What do you take with you from the project that will help you in the future?

Answer: What I think of, that I remember well, was when we had a workshop on flavours and sensory. It was really good. Then the product photography was interesting and I always thought the field trips were fun and to see how they do things. Then you can get tips on equipment and methods and so on, even though you may not use them yourself. And I have made new contacts that we have had continued contact with. It doesn’t have to be someone who does the same things I do, but it can be someone in advertising or such. We have met up with some after the project and I will continue to do so and brainstorm about what we can come up with and have use for in the future.

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THE WORKSHOP SERIES Structure

Theory

The series is aimed to provide knowledge and tools to help entrepreneurs in their own concept development processes.

The series is meant to be carried out over a certain timespan, ideally with some time to reflect between the workshops, 1-4 weeks, with a total timespan of 1-3 months.

Participants, beside the entrepreneurs, are students and those with an interest in food or business, in private or professional life. Project team members will participate to moderate the workshops and can also serve as consumers or experts. Researchers and other experts are invited to speak based on the workshop topic. Inspirers may participate in the whole workshop as an entrepreneur, or just as a speaker, depending on their own interest.

The workshop programmes consist of introduction, theory presentation, practical exercises and discussion in two blocks with a break in between and closing comments. The total timeframe is 3 hours.

After each workshop, the participating companies can continue the work and implement it in their operations. Also, the time to reflect might raise questions to bring to the following event. The project team should be available for consultation.

All workshops are based on theoretical ground; research and expertise is shared and discussed in order to provide applied knowledge to which the participants can relate, and translate on to their own operations regardless of prior familiarity of the topic. With a pedagogic approach to providing lasting knowledge the participating companies will be self-propelled also over time.

Independent workshops The independent workshops are designed as a fast track version of the original workshops from the series. The format has more succinct content, reflecting the most important factors of each topic. Time for practical exercises and discussions around them is also intensified.

Participants are limited to entrepreneurs in order to give them maximum focus and access to expertise within the time frame. The Concept and Context workshop is based on content from the series workshop 1 and 3.

Examples of theory and expertise supporting concept development are: • Concept identity • Creativity training • Meal context • Trendspotting and trend analysis Theory sessions could also focus on other issues which are identified as useful and relevant for the participating companies.

Consumer participation The purpose of the consumer participation is to include their views and perspectives in the development process, and facilitate dialogue between entrepreneurs and their customers.

The entrepreneurs can also serve as consumers, giving feedback to each other, in this format.

Being made aware of an outside view of one owns strengths and weaknesses is essential for the development of these very small business, often lone entrepreneurs. Team efforts provide the opportunity to build off each other’s ideas and progress further.

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Open labs The open labs are designed to be an extension of the series, focusing on identified needs regarding relevant practical implementation of the concept identity. Development on the themes would also greatly benefit from close consumer dialogue. In the open labs, entrepreneurs and consumers form teams for the practical work. For concept development, the labs had the themes of Sustainability in local food business, and food photography. In the open labs, co-creation between different actors was most obvious and contributed most to all parts.

Case examples Open Lab: Sustainability Open lab: Food photography

Planning the workshop series Concept Analysis • materials for exercises Concept Development • Lotus blossom technique Establishing the concept Future-proof concept

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PRODUCT DEVELOPMENT

CONSUMER FEEDBACK AS PART OF THE FOOD PRODUCT DEVELOPMENT PROCESS PRODUCT DEVELOPMENT WORKSHOPS FOR THE FOOD INDUSTRY AS A TOOL IN CO-CREATION Product development workshops for the food industry are an innovative series of workshops and tools that can be applied in connection with product development. The workshops address one of the most common needs of companies: to match the development process to customer needs. The entire process is based on the idea of co-creation, which means that the different stakeholders, including foodies, students, researchers and companies in the field, contribute to product development.

Ideally, the process is led by a regional research, education or development organisation, which can link key stakeholders, such as companies and entrepreneurs, various customer groups and

researchers and students in the field. Experts and researchers contribute with theoretical background material in an easily digestible format, and the workshops promote the development of new products. Foodies, students and entrepreneurs represent the diversity of customer groups.

Stakeholders are motivated by the opportunity to learn new things and their wish to share their food expertise with others interested in the field.

The workshops also offer companies an excellent platform for networking, so it is a good idea to invite representatives of different companies to the events.

To integrate consumer-orientation into the workshops, you can invite various consumer and hobby groups to them. Many towns and cities also have educational institutions focused on the food industry, and their teachers and students can also be involved in the process for the benefit of all

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parties. Various food-industry participants in the region, including research and education resources, should be broadly engaged in the workshops. By combining their resources, micro-sized and small companies get access to relevant research data and can use consumer panels in their development work.

The theoretical part of the workshops is based on the companies’ needs. Making co-creation one of the themes of product development helps secure a customer-oriented perspective. During the process, companies become aware of the opportunities and challenges of development work and of the expert services available to help deal with challenges.

The workshops offer support throughout the development process, from idea development to comparisons of similar products on the market, and to the testing of different product versions for market launching.

Customer feedback is a key instrument guiding development work. The workshops are based on feedback to ensure that companies take into account this important factor in their product development process. The idea is not to cover everything at the workshops, but to focus on an available core competence – in this case, sensory evaluation and consumer feedback – and to show how such competence can be used to promote the development process.

Ideally, product development workshops should be led by an organisation that can support companies throughout the development process and with, for example, interpreting evaluations and feedback. Should any technological challenges or the like appear during the product development process, companies can be advised to contact an appropriate expert or service.

WORKSHOP SERIES The series of workshops (concept development and product development workshops) is designed to last for a specific period, for example 10 months. It is important to identify and determine the target, for example a product demonstration, at the beginning of the process in order to determine the schedule and give development a clear direction.

The workshop participants represent the key stakeholders in the development process: experts, researchers, students in the field, foodies and the companies carrying out product development.

Each workshop lasts for 2–3 hours and consists of participant presentations, theory, sensory evaluations of product ideas or products under development, analysis of the group’s feedback and a wrap-up session.

If the product development process involves an external development organisation, the workshop is followed by a discussion with the entrepreneurs to help them apply the results. If such support is not available, the companies should carefully analyse and assess the results from different perspectives and in relation to their product.

The workshops focus on the needs of companies.

Ideally, the participating company already has a product idea to present at the first workshop and selects previously launched, similar products for purposes of comparison. At the second workshop, the company has several versions of its products and by the third workshop, it has selected the final product. Systematically organised sensory evaluations and consumer panels at all three workshops help the company promote its product development stage by stage, guided by feedback from consumers.

The number of workshops can be adapted according to the needs of the companies, but ideally there should be 2–3 workshops.

Click here for an example case and guidelines on the scheduling and implementation of a product development workshop.

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Consumer panel – a tool for using consumer opinions

Theory module tailored to the company’s needs

The workshop participants form a consumer panel. All the participants (experts and researchers, students in the fields and foodies) may represent consumers, but each group also has a special role to play. Experts and researchers share their competence, students represent future professionals and fresh ideas, while foodies are usually more proficient at product evaluation than the average consumer, in addition to being interested in testing new products. The other companies can share similar experiences and best practices. Each stakeholder group contributes in different ways.

The companies also learn about consumer research theories in order to maximise the results of the product development process.

An understanding of consumer research and sensory evaluations supports and facilitates the product development process. Participants acquaint themselves with the topics by reading relevant literature and/or through theory modules integrated into the workshop.

The panel receives detailed instructions for its task, which may involve the evaluation of product concepts, products on the market, products to be developed, packaging or marketing messages. Since the workshop panels are small and come from specific groups, they may not be representative of the product’s target group on the market. Nevertheless, the panels offer valuable information about product development and whether it is proceeding in the right direction.

They also offer companies the chance to optimise any future consumer surveys for their product in order to reach the best possible results.

All the participants are introduced to theory during workshop sessions where researchers and experts share their knowledge in the form of lectures. Instead of reading great amounts of background material, the participants can attend workshop sessions where theory is taught in an easily understandable format and in a context that is closely related to the practical challenges of companies. When theory and practice are linked closely together, learning and assimilating theory becomes more efficient. The workshops often begin with an expert lecture on a chosen topic.

Examples of theories supporting the development of food products: • Sensory evaluation • Identification of weak signals • Consumer research methods The theory modules may also focus on, for example, packaging, package design and package labels or on other topics that have been found to be useful and significant to participating companies.

Literature: Meilgaard MC, Civille, GV & Carr BT (2016).

Sensory Evaluation Techniques. 5 th ed. CRC Tuorila, H., Parkkinen, K. & Tolonen, K. 2008. Aistit ammattikäyttöön. 1st ed. WSOY Oppimateriaalit Oy Tuorila, H. ja Appelbye, U. (toim.)

2008. Elintarvikkeiden aistinvaraiset tutkimusmenetelmät. 2nd ed. Gaudeamus.

Links: Sensory evaluation Exercise for sensory evaluation

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Sensory description offers information about product properties from the consumer’s perspective Sensory descriptions of products consist of the participant’s description of the sensory quality and pleasantness of the product examined. The participants evaluate products using all the senses and, on a form, write words describing the flavour, sound, structure, texture and appearance of the products. Pleasantness is evaluated on a given scale.

Sensory description is based on sensory evaluation, which, in turn, draws on several disciplines. It makes use of the human senses (senses of sight, smell, taste, hearing and touch) to analyse different product features. A descriptive analysis conducted at workshops is a simplified version of a scientific sensory evaluation. In scientific sensory evaluations, the members of the evaluation panel are trained separately and statistical methods are used to analyse the results. Nevertheless, the quick workshop sensory description, conducted systematically and as objectively as possible, offers cost-effective support for the product development process of SMEs and micro-sized companies.

It is important to distinguish between the different forms of sensory evaluation, especially regarding the analysis of qualitative features and pleasantness. Qualitative testing focuses on the objective features of products. This means that the panel members focus concentration on different characteristics, such as sweetness, granularity, strength of aroma and any side tastes as well as their intensity. Personal preferences and subjective characteristics must be ignored in qualitative testing. The intensity of product features are usually evaluated on a scale of 1–5, 1–7 or 1–9. A verbal description based on comprehensive observation is another informative method for providing qualitative information about the products evaluated In it, evaluators are asked to evaluate the product comprehensively and to list product features that attract the evaluator’s attention. Each evaluator produces a list of 2–5 features that they consider to be the most important ones. The lists can then be combined to produce word clouds that

represent the most commonly noted product features.

Analyses measuring pleasantness are based on the subjective opinions of each evaluator regarding the features that they appreciate in the product. Pleasantness is also evaluated on a scale of, for example, 1–5, 1–7 or 1–9.

Evaluations of pleasantness should be kept apart from qualitative analyses. By combining the results for pleasantness with the results from qualitative analyses, companies get an idea of the features that are experienced as being pleasant or unpleasant. The workshop instructions include examples of qualitative analyses and analyses of pleasantness.

The results and final discussion wrap up the workshop The last part of the workshops is reserved for discussions about the results and the evaluation process. The discussions are led by the workshop coordinator. Informal discussion provides the opportunity to share, expand and elaborate on the answers and results from the consumer panel and sensory description.

Written answers should be analysed and compiled into, for example, diagrams and word clouds.

If the product development process involves an external development organisation, this information can be analysed jointly at postworkshop discussions, where its significance is analysed in greater detail.

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CREATIVE COOKING / OPEN LABS FINLAND The Creative Cooking and Open Lab workshops add to the series of product development workshops. They offer a creative environment for developing potential ways to use products.

Companies get new ideas about the ways in which consumers use products and how the products provide inspiration for cooking. Reallife experiences and stories help companies strengthen their own brand and their product brand.

The number of participants should be restricted to create an environment that encourages innovation and makes each participant feel that their contribution to the process is valued. A single workshop should contain the products of no more than two companies and a maximum of 12 participants (taking into account any restrictions imposed by the facilities). The participants can be divided into two groups, which focus on the same products. This doubles the number of ideas and insights.

FOR DEVELOPMENT ORGANISATIONS A coordinating, external development organisation may launch the development process with company interviews and a needs analysis. The theoretical and practical content of the workshops is based on needs analyses. In Food Bait, the analyses revealed training needs related to sensory evaluation and consumer evaluation as well as to the sustainable development of product profiles.

At meetings arranged by development organisations, companies receive support regarding themes that fall outside their own competence, such as the interpretation of consumer analyses.

Companies may also need support to understand the idea or theory discussed at workshops, to select the appropriate product version or target for development and to interpret the results.

The scope of guidance can always be adapted to the needs of individual companies. Each company and product is unique, and the only rule that must be followed is the requirement to take the end result into account, that is, to promote the product development process. The experts who participate in the workshop process offer guidance and advice, and this may also take place in the interval between the workshops.

Workshop in Finland Workshop in Sweden Example schedule and implementation of product development workshop

15 The workshops begin with an inspiring theory module related to sensory experiences of food, and the participants get to test different and unusual combinations of flavours to inspire their work on innovative product uses.

During the kitchen session, the participants use the company’s new products to create novel recipes.

In the last part of the workshop, the whole group samples and evaluates the portions they have created together. The participants present their creations and reveal the stories behind

Unusual combinations of flavours inspired and prepared the workshop participants for their next task. In the kitchen, the participants got excited about new products and came up with fresh uses and interesting recipes for them.

the recipes. Tasting and enjoying food together usually leads to extremely animated discussions.

Concrete activities also encourages participants to act and talk freely in the group. This provides companies with new, perhaps unexpected, contributions to the potential uses of their products.

Blog with recipes and a description of a CC workshop

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OPEN LABS IN SWEDEN Independent workshops

Open Labs

The independent workshops are designed as a fast track version of the original workshops from the series. The format has more succinct content, reflecting the most important factors of each topic. Time for practical exercises and discussions around them is also intensified. Participants were limited to entrepreneurs in order to give them maximum focus and access to expertise within the time frame. The product development workshop Trends and process methodology is based on content from the series workshop 1. The second theme was later developed to answer to a need identified in the dialogue with entrepreneurs; Packaging from a technical and communicative perspective.

The open labs are designed to be an extension of the series, focusing on identified needs regarding relevant practical implementation of the concept identity. Development on the themes would also greatly benefit from close consumer dialogue. In the open labs, entrepreneurs and consumers form teams for the practical work. A lab for data collection was included in the product development series and another independent open lab was developed based on the series workshop 2; sensory evaluation.

Independent workshops: Trends and process

Open Lab: Sensory Evaluation

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EXPLORING NEW MARKETS

Food and related service and food industries play an important role in preserving and promoting the dynamism and prosperity of regions. This is also true of the regions of Västerbotten and Ostrobothnia/southern Ostrobothnia, where the examples described in this publication were carried out. As companies grow and become more international, they also face challenges in their operating environment, many of which could be solved through closer cooperation between companies and their stakeholders and with the help of information sharing. Identifying new customer groups at food events is one good alternative for business cooperation. Companies should focus on identifying the likes and wishes of new customer groups as early as possible during product development, as explained in the workshop process.

Consumer-orientation places focus on identified needs Business operations build on the identification of a suitable need for the company, a need that it can answer. A company that wishes to reach and understand new consumers and their needs, whether in its home country or abroad, needs researched information about the lives of consumers, their wishes and interests, habits and experiences, beliefs and attitudes.

Without research and situational updates, wrong assumptions may be made even about present product or service users. Consumer insight helps companies grasp the kinds of products that consumers want to buy. It is also important to understand the wishes from which consumers’ needs arise.

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Consumer insight helps identify the functional, emotional and social roles of products. It is used to determine the features that different consumer groups expect to see in a new product or service. Such features can include practical and functional ones, as well as features that appeal to the emotions or social interaction. For example, when buying sweets, consumers are not primarily after the sweet itself, but rather the stimulating, refreshing, comforting, energising

KNOWN

UNKNOWN

and/or social sensation that it offers. Consumer insight is situational and target-group-specific. It provides answers to questions such as “the types of situations in which people eat snacks” or “the kinds of people who eat snacks”.

Consumer insight helps companies design brands, products and services that attract consumers at the right time. It is a tool for business development.

Consumer information in the company’s prosession

Consumer information that the company lacks but would know how to use

Consumer information that the company possesses but is not aware of

Consumer information that the company lacks without being aware of it

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New opportunities for business growth and development

UNKNOWN

A company may know how to use consumer information, bur for some reason does not possess such information. In some cases, companies do not know what consumer information is essential to them and are therefore unable to collect the right information. It is unfortunate if a company has information but is unaware of its accumulation. Consumer information is a tool for business development. It provides opportunities for business growth and development.

Source: Laura Forsman, Food Bait workshop in Seinäjoki on 11 April 2018.

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Consumer insight is generated both qualitatively and quantitatively. Qualitative methods include competitor surveys and analyses, co-creation, focus group discussions as well as expert and pioneer interviews and observations. Quantitative methods include combining and analysing existing knowledge, as well as conducting online surveys, organising product testing and circulating questionnaires in connection with tastings.

The co-creation model applied at the Food Bait workshops uses both qualitative and quantitative information.

Parties providing services to increase consumer insight include: Foodwest: https://www.foodwest.fi/palvelut/ kuluttajaymmarrys/ Innolink: https://www.innolink.fi/ kuluttajatutkimuksilla-lisaa-kuluttajaymmarrysta/ Turun yliopiston Aistila: https://www.utu.fi/fi/ yksikot/fff/palvelut/aistitjaruoka/aistila/Sivut/ home.aspx

Sources: Forsman, Laura (University of Turku, Aistila). Presentation on consumer insight, weak signals and sustainable development at the Food Bait product development workshop held on 11 April 2018 (not publicly available) Sammallahti, Tiia. 2009. Konseptisuunnittelun supersankari (“Superhero of concept design”). Books on Demand GmbH, Helsinki.

Formula for the Finnish food ecosystem’s international success, Janne Saarikko, Director, Founder Institute Finland, VIDEO link. Saarikko’s presentation was recorded at the Food Business Summit 2019 brunch organised at Rytmikorjaamo in Seinäjoki, in connection with the Food Bait project.Institute Finland.

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The significance and collection of consumer feedback, case examples Consumer feedback helps companies develop their product in line with customer expectations.

Feedback can be collected, for example, using feedback forms on the company website, during in-store discussions between product demonstrators and customers or during product demonstrations at fairs. The feedback collected in different situations should be analysed as a whole and by sub-areas (e.g. consumer profiles, feedback collected in different towns/countries, feedback from catering firms vs feedback from consumers, and so on). Different target groups may provide very different feedback. The feedback from the core target group (the chosen consumer segment, that is) is naturally the most important to the company. Example questions for collecting consumer feedback can be found here.

By presenting the final or near final product to customers and requesting feedback on it from consumers, entrepreneurs can obtain ideas for further development early on in the product’s life cycle. Feedback collection must be planned carefully. To secure the best results, companies should opt for a collection method that is suitable for the event and a form that provides essential information. At large fairs, for example, customers may not have the time or energy to complete forms. In such cases, a few oral questions may be the best option. Advance thought should also be given to the optimal way to analyse and present the results.

The events and products suitable for product demonstrations must be determined well in advance — even simply for the sake of place reservations. It is a good idea to display several products at demonstrations. A diverse product range ensures greater visibility and attracts the interest of consumers. For example, the products of a region’s small-sized producers can be displayed under a specific theme or brought under a single concept, such as “breakfast products”. Joint arrangements generate savings in event production costs.

Suitable media for product demonstration marketing include the social media channels of companies, local media (press releases, journalist contacts), paid advertising time or space and visibility at fairs (fair publications, bulletins). When planning the content of communication, aim to bring out the added value that the product offers to consumers and the new perspective on food or cooking that the product provides. If required, the message can be targeted at professionals (catering firms, wholesale shops) and approached from different perspectives.

CASE: Food events as a tool to launch/ present a food product When planning the product development workshops, the idea was to have them culminate in product or concept demonstrations to customers. The chosen venues included the Food Business Summit, an event for food industry professionals in Seinäjoki, as well as the Kauhajoki Food Fair and the Umeå Smakfestival, both of which targeted consumers. The events differed from each other and their schedules matched the product development workshops.

We collected assessments about the sensory features, packages and concepts of products at the events. The aspects included in the surveys or questionnaires were discussed with the companies. In cases where consumer feedback was collected using a longer questionnaire and in separate research booths, we agreed on a target amount of feedback, for example 20 assessments per product and per day. When working with lighter, tasting-related assessments, we collected feedback throughout the event. This ensured that responses were collected from a broad range of adult participants in the event.

Reading tip: Ristomatti Piesala has written an excellent manual on participation in food events, targeted at entrepreneurs in the food industry (in Finnish): https://www.theseus.fi/bitstream/ handle/10024/35759/Ristomatti_Piesala. pdf?sequence=1

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At the Kauhajoki Food Fair, we shared the stand with another project. In 2018, the Blue Products project (link to maritime and fisheries page) conducted a similar series of product development workshops in Vaasa as Food Bait did in Seinäjoki. It seemed natural (not to mention cost-effective) to work together and jointly present some of the products developed in the two projects to fair visitors. The product range on display included bream sausage, developed in the Blue Products project, and seed bread, red beet pesto, crater-lake water and oat crumble, developed in the Food Bait project. At our department, we offered visitors taste samples of some of the products, provided information about

the projects and future events, and collected sensory consumer evaluations. For the purpose of evaluation, we drew up individual forms for each product, and consumers completed their evaluation unhurriedly, seated in a booth. After the fair was over, we analysed the results and discussed them with the companies.

The Umeå Smakfestival is an annual outdoor event organised in the centre of Umeå, where consumers can buy food portions and enjoy them at the venue. The three-day event draws thousands of participants. Read more in our blog (in Finnish): http://www.foodbait.fi/makuja-jakokemuksia-uumajassa/

The Food Business Summit (FBS) is an annual event organised in Seinäjoki, which brings together experts in the food supply chain. Food Bait took part in the 2018 event (12–13 June) under the theme Co-creation of sustainable foods and services. Arthur Potts Dawson, a British chef and advocate of sustainable food, was the main speaker of the event. We organised a demonstration and tasting of six food products during intermission. We collected brief evaluations of the products, including questions about pleasantness and purchase interest. The results were compiled for the companies and presented as part of consumer evaluations during the product development process. (KUVA FBS) A multi-course meal was prepared from the food products and served to a group of invited experts, from whom we collected feedback through informal discussions.

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Where to find new customers and ideas?

• • • •

•

• • • •

Field trips in the home country and abroad Fairs: tastings and customer surveys Surveys and competitions in social media channels Services provided by consumer and market research agencies (e.g. Aistila, Foodwest and Makery in the food industry) (https://www.utu. fi/fi/sivustot/aistila/palvelut/Sivut/home.aspx, https://www.foodwest.fi/ and https://makery.fi/) Various domestic and international surveys of trends, which can be found online using search terms such as “food survey” and “food trends” (as well as through market research agencies) Observations of the environment: moving around with open eyes and ears Participation in events and discussions with other participants* Questions to the company’s own staff Interviews with family, friends and acquaintances

*) During the coffee break of one event, Hannu Malmivaara from Pirjon Pakari, a bakery, pointed out the need to “come up with an answer to lowcarb diets”. Foodwest’s product developer at the time, who sat at the same table as Malmivaara, said he had a tried and tested recipe at home, which would could be used for low-carb diets, if modified slightly. The baker and product developer launched cooperation, and a few weeks later, a bread that answered the low-carb demand was launched on the market. It topped the sales charts until the trend faded out. This is a model example of how everyone – the entrepreneur, cooperation partner and consumer – can win: participate in an event, express the need, set up cooperation with a partner and quickly launch a product that answers a need in the market!

Food events in the region: • • • • • •

Kauhajoki Food Fair (www.ruokamessut.fi) Umeå Smakfestival (www.umeasmakfestival.se) Food Business Summit (www.foodsummit.fi) Lakeus kokkaa, event for professionals (www.lakeuskokkaa.fi) Maistuva Fair (https://pytinki.fi/maistuva/) Ruokakarkelot Food Festival (https://www. ruokaprovinssi.fi/ajankohtaiset/)

IntoSeinäjoki has drawn up a superb list of ten tips for companies planning export activities (in Finnish). https://ajankohtaista.intoseinajoki.fi/blog_posts/ kymmenen-askelta-onnistuneelle-vientimatkalle83507?utm_source=rss&utm_medium=rss&utm_ campaign=Subscription&utm_content=blog_post Numerous business services are available for exploring export prospects and launching export operations. Links to these can be found in the appendix.

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ACKNOWLEDGEMENTS Alavuden öljynpuristamo Annin marjatarha Brännlands cider Blue Products Cafe & shop Valkoinen Puu Duå & Open/Closed Founder Institute E-P:n Osuuskauppa Genero Grönsaksfabriken Hansens chark Humbly communication Hunger och törst Into Seinäjoki Joupin vanha tupa Jukolan juusto Kokkitupa Krux Kyrö Distillery Laidun hereford Le bureau Mainostoimisto BSTR Norrlands fruktvin Norrmejerier Nygatan 57 Package Testing & Research / Sense N Insight PackageMedia Pirjon pakari Pralineriet Ravintola Juurella Ravintola Uppalan kartano Salteriet Sandsjögården hollyday resort SeAMK Ruoka Spoon Strukturdesign Sustainable chef Svedjan ost Taivalkosken mylly Turun yliopisto/Aistila United minds Uppalan kartano Wild river VILLD Vintage Plantation Åbrånts limousine Örebro Universitet Örebro Universitet

Hanna Yli-Kuha, Sirkku Suovaara Arja Raatikainen Andreas Sundgren Katja Marttunen, Sandra Melberg Sirkku Ylikoski Karl-Martin Edin Janne Saarikko Ossi Kallio Rasmus Östman Magnus Conradsson Michael Hansen Ingrid Widing Jörgen Engdahl Juha Haapamäki Markku Liias Tiina Kujala Erik Lundqvist Miko Heinilä Jussi Harju, Suvi Vantaa Johan Wernvik Jussi Ojala Olaf Karlsson, Erik Rosenbaum Lina Karlsson Anna Pehrssons Virpi Korhonen Mauri Reinilä Hannu Malmivaara, Barbara Kankaanpää Monica Elmqvist Jani Unkeri, Miia Keski-Nikkola Anu Luukko Stina Sjöström Caroline Schafer Tuija Pitkäkoski Hanna Duner & Jessica Johansson Johan Gustafsson Arthur Potts Dawson Johanna & Peter Hellström Arto Leppälä, Sara Hietala Saara Lunden, Laura Forsman Ingela Stensson Anu Luukko Victor Linder & Freddy Holmgren Ossi Paloneva Jenny Berg Roma Vilma Phd Mathilda Marshall Phd Johan Swahn Jessica Frej

Alavus Kauhava Umeå Seinäjoki Kauhajoki Umeå Helsinki Seinäki Pietarsaari Umeå Umeå Umeå Umeå Seinäjoki Seinäjoki Leivonmäki Lappajärvi Skellefteå Isokyrö Kauhajoki Stockholm Seinäjoki Ånäset Umeå Skellefteå Vantaa Kouvola Seinäjoki Vilhelmina Seinäjoki Seinäjoki Obbola Blattnicksele Seinäjoki Stockholm Umeå London Kågr Jalasjärvi Turku Stockholm Seinäjoki Helsinki Hörnsjö Örebro Örebro Stockholm

Steering group members Peter Juneblad, Umeå kommun Roger Marjavaara, Umeå University Risto Lauhanen, Seinäjoki University of Applied Sciences Mari Sandell, University of Turku Guy Svanbäck, Österbottens fiskarförbund Project group members University of Turku: Anu Hopia, Nanna Rintala, Susanna Ihanus Restauranghögsskolan, Umeå University: Ute Walter, Julia Berggren, Björn Norén, Johanna Rehn Seinäjoki University of Applied Sciences: Nina Sillvan, Anne-Maria Aho, Helena Hannu, Sanna Jyllilä