Case study · Research & Data
Real data to understand consumption on the ground.
Market research, in-person fieldwork, a custom platform and a data dashboard to build a reliable, up-to-date base.
- Client
- McCain
- Industry
- Food / Foodservice
- Year
- 2024 – 2025
Case study · Research & Data
How do you understand real potato consumption, city by city, when the available data falls short?
McCain needed a current, concrete and local read of the market to make decisions with more confidence.
- Outdated data
- Little local detail
- No validation in the field
From an information ceiling to a platform of their own.
Outdated information
The available databases did not reflect the current market.
Custom research
A survey design built specifically for McCain.
No local read
Detail by city, region and operator type was missing.
Fieldwork
Surveyors coordinated across different cities.
Unvalidated data
Not enough control over source and consistency.
A platform of their own
Capture, tracking and validation of every record.
- 7Provinces surveyed
- +4,000Point-of-sale surveys
- 40Surveyors in the field
A dashboard to turn data into decisions.
The data collected became a clear, interactive visualization to read the market and find opportunities.
- Consumption by region and city
- Habits and preferences
- Growth opportunities
- Segmentation by operator type
Identity on the ground
Merch with a purpose
The fieldwork did not only need technology and method. It also needed presence, trust and a visible identity at every encounter. We designed official merchandise for the field team, built to improve respondents' willingness to talk and reinforce McCain's presence.
- Strategic design
- Apparel production
- Applied in the real context