Potatoes are a staple food, yet many consumers don't purchase them as frequently as commodity boards would hope. What barriers prevent higher purchase frequency? The qualitative consumer research explores current potato usage, emotional connections, and the factors that reduce consumption.
Agricultural Research Methodology
We employed modern qualitative research methods with carefully constructed consumer personas to simulate in-depth interviews. The approach delivers the nuance of traditional qualitative consumer research in 10 days instead of three months.
Key Barriers to Increased Potato Consumption
Operational Friction
Qualitative consumer research identified several practical barriers:
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Time and prep hassle, particularly peeling and cutting
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Reheating performance and leftover management challenges
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Small air-fryer capacity and storage limitations
Seasonal & Environmental
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Summer heat drives oven avoidance, reducing traditional cooking methods
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Sprouting and spoilage in warm pantries discourage bulk purchases
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Storage guidance gaps lead to food waste
Dietary & Health Constraints
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Carbohydrate concerns limit frequency among some households
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Mobility issues reduce tolerance for knife/pan preparation
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Religious and dietary scheduling affects certain communities
Growth Opportunities for Potato Commodity Boards
Format & Timing Innovation
The research emphasizes creating a "no-oven summer playbook" featuring air-fryer, stovetop, and grill methods that deliver crispness in under 20 minutes. On-pack timing for modern appliances addresses prep friction.
Cultural Authenticity
Rather than substitutes, messaging should honor heritage dishes (tacos de papa, latkes/kugel, tortilla española) with bilingual content and cross-merchandising with complementary proteins.
Convenience Without Compromise
Pre-peeled/diced options, steam-in-bag formats, and validated reheat protocols make potatoes "meal-prep friendly" while preserving texture preferences (crispy edges, fluffy mash).
Why Modern Qualitative Research Works for Agricultural Commodity Boards
Traditional qualitative research can take months and cost tens of thousands of dollars. Modern qualitative consumer research delivers comparable consumer insights in 10 days at a fraction of the cost. This makes it practical for agricultural commodity boards to test messaging, product concepts, and campaign strategies before launch.
Need agricultural research for your commodity board? Book a demo to see how qualitative consumer research can inform your marketing strategy and product development.