Outdoor advertising for food delivery apps is ubiquitous in Canadian cities, but how effective is it? The qualitative consumer research with 20 Ontario/GTA adults explores how SkipTheDishes' outdoor marketing influences brand perception, ad recall, and usage decisions.
Qualitative Research Methodology
We used modern qualitative research methods with data-grounded personas to simulate focus group discussions and in-depth interviews. The approach delivers the nuance of traditional qualitative consumer research in days rather than weeks.
Key Finding: High Salience, Fragile Trust
Our qualitative consumer research revealed a paradox: "salience is high, trust is fragile" regarding SkipTheDishes' advertising approach.
Participants across Toronto, Markham, Vaughan, Brampton, Mississauga, and Hamilton described the ads as "bold/noticeable" but frequently "shouty/pushy." Skepticism about delivery fee claims limited persuasiveness among budget-conscious and ethically-minded users.
Consumer Usage Patterns and Contexts
The research explored how and when consumers use food delivery services:
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Primary occasions: Late-night cravings, rainy days, special treats
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Frequency drivers: Convenience, time constraints, and social situations
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Barriers to use: Delivery fees, tip expectations, and concerns about restaurant markup
Ad Recall Across Formats
Qualitative research assessed ad recall across transit, digital, and outdoor formats. Key insights include:
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Outdoor ads achieve high visibility but face credibility challenges
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Transit advertising reaches commuters during prime consideration moments
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Digital ads are easily ignored or blocked
Creative Evaluation: What Works and What Doesn't
Participants provided word-cloud feedback characterizing the creative as:
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Positive: Bold, eye-catching, colorful
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Negative: Pushy, shouty, skeptical of claims
The disconnect between noticeability and trust represents a strategic challenge for food delivery marketers.
Strategic Recommendations for Food Delivery Brands
Based on qualitative consumer research:
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Implement transparent promotions tied to contextual timing (lunch hour, late-night)
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Develop toned-down creative variants that build trust rather than urgency
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Emphasize pickup options for fee-sensitive segments
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Provide verifiable value propositions rather than generic "low fee" claims
Why Qualitative Consumer Research Works for Marketing Teams
Traditional focus groups for 20 participants can cost $20,000 to $40,000 and take months to organize. Modern qualitative consumer research delivers comparable consumer insights in 10 days at a fraction of the cost. This makes it practical to test creative concepts, messaging, and campaign strategies before launch.
Need qualitative research to test your marketing? Book a demo to see how consumer insights research can inform your creative development and media strategy.