Understanding consumer behavior around cooking oils requires deep qualitative consumer research that goes beyond surface-level surveys. We conducted qualitative research with seven Canadian consumers across Ontario, Quebec, and British Columbia to uncover how sunflower oil fits into everyday cooking and where commodity boards can innovate.
Modern Qualitative Research Methods
We used synthetic qualitative research, a modern approach that uses carefully constructed personas grounded in real demographic and behavioral data to simulate consumer interviews. The method delivers the depth of traditional focus groups in 10 days instead of three months, making it ideal for food brands and commodity boards that need consumer insights quickly.
Key Findings from Our Sunflower Oil Study
Qualitative research revealed that sunflower oil functions as a "pragmatic, neutral-flavor utility oil" for specific cooking tasks:
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Primary use cases: Sheet-pan roasting, baking, and high-heat cooking where flavor neutrality matters
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Major barriers: Freshness concerns, packaging size issues (too large for small kitchens), and labeling ambiguity
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Consumer priorities: Small-space logistics, clear health messaging, and portion-appropriate packaging
Strategic Recommendations for Commodity Boards
The research identified a clear product innovation opportunity: a 500mL "Condo Pack" designed for urban consumers living in small spaces. Additional recommendations include:
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Improved packaging with transparent freshness indicators
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Clearer health benefit messaging on labels
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Promotional tactics tied to specific cooking techniques (roasting, baking)
Consumer Segmentation Insights
Qualitative analysis identified five distinct consumer personas with contrasting needs, from health-conscious minimalists to bulk-buying families. Understanding these segments helps commodity boards and food brands target messaging more effectively.
Why Modern Qualitative Research Works for Food Commodity Boards
Traditional qualitative research takes months to organize and can cost $15,000 to $150,000 for focus groups. Modern qualitative consumer research methods like synthetic research deliver comparable depth in 10 days at considerably lower cost. This makes consumer insights research practical for commodity boards that need to test claims, messages, or product concepts before launch.
Ready to conduct qualitative consumer research? Book a free demo to see how modern research methods can deliver the consumer insights you need for your next campaign or product launch.