Consumer behaviour lab: bridging the gap between intention and action

Bamboo Brands and HAS green academy are proud to announce the launch of the Consumer Behaviour Lab (CBL), a groundbreaking initiative aimed at developing reliable methods for predicting actual food choice behaviours rather than relying on consumer intentions. This innovative approach is set to bolster the success of start-ups and scale-ups in their innovation processes, significantly reducing food waste. In addition, the CBL offers invaluable practical experience for higher education students, immersing them in the realms of food innovation and research methods. The lab's first offering, the Discovery Assessment, is now available.

Collaborative innovation

The CBL is born from a two-year collaboration between Bamboo Brands and the Design Methods in Food department at HAS green academy. Their shared focus on bridging the 'intention-behaviour gap' has been a driving force in this venture. Antien Zuidberg from HAS green academy highlights the shift in focus from intention-based methods to those capturing real-time behaviour at the point of choice, an essential step for effective and efficient innovation in the food sector.

Tackling food waste

Theo Toering of Bamboo Brands brings attention to a startling statistic: 95% of food start-up products fail within their first year. This not only signifies a loss of resources but also contributes significantly to food waste. The CBL's mission is to streamline the innovation process, thus reducing food waste and enhancing the success rates of new food products.

Discovery assessment: understanding consumer choices

The Discovery Assessment, developed jointly by HAS and Bamboo Brands, offers companies the opportunity to test their food concepts in a real-world retail setting. This method garners unfiltered consumer feedback, offering a more accurate reflection of market behaviour than feedback from personal networks, typically skewed towards positivity.

Financial partnerships and support

The CBL is supported by financial entities like LIOF and Rabobank. Elma Mieras-van Hijum of Coöperatieve Rabobank underscores the project's significance in the food transition journey, offering vital support to start-ups and scale-ups.

Calling all start-ups and scale-ups

Are you interested in the Discovery Assessment or other services from the CBL? For more information, visit consumerbehaviourlab.nl and explore the possibilities with Theo Toering from Bamboo Brands at [email protected].