How AI Probing Enhances Bonduelle’s Concept Test

Bonduelle operates in more than 100 countries across three continents and works closely with 2,000 partner growers to offer high-quality plant-based foods and inspire consumers in the transition to a more plant-based diet.

The goal of this research was to explore and evaluate new concepts for Bonduelle, assess home usage (including triggers and barriers), and translate these findings into validated and optimized concepts.

Our approach

In this study, the Bonduelle concepts were presented to consumers twice: first on a quantitative scale using AI Probing*, and subsequently, a smaller group was sent the products for an in-home use test, followed by an in-depth online interview.

After conducting the study, Markteffect and Beautiful Lives jointly performed an initial analysis of the collected data. This collaboration provided insights into general trends, notable patterns, and initial reactions to the tested concepts. Based on this, Beautiful Lives was able to formulate initial recommendations for further refining the concepts for Bonduelle.

Beautiful Lives then used these refined concepts, along with the participants’ user experience during the in-home use test, as a starting point for in-depth qualitative interviews. During these conversations, we delved deeper into consumers’ underlying motivations and perceptions, their experience with the concepts, and the way they make choices regarding legumes and corn.

“For us, this was the first time we started with a quantitative questionnaire supported by AI probing. We were pleasantly surprised by the depth of the output, which allowed us to make a solid initial round of optimizations to the concepts. We immediately saw this reflected in the results of the individual interviews with participants who used our concept at home.” - Lianne Hanenberg - Consumer & Market Insights Director Europe

A nice added benefit of this method was that we could invite the participants in the AI probing to the in-home use test and the in-depth interview, which immediately gave the recruitment process a substantive component as well.

Results

A total of four different concepts were tested with the target audience. By combining the results from both rounds of research, we were able to gain a well-founded understanding of how consumers perceive Bonduelle’s concepts. The value of the first research round using AI probing ensured easy recruitment of participants and a validated evaluation of the concepts, while the second research round, featuring the in-home use test and in-depth interviews, gave us an even better understanding of the usage context and the underlying motivations of the participants for using these concepts.

Based on the insights from both research rounds, we developed two positioning directions for this new Bonduelle concept.

*AI probing is an innovative research technique that uses artificial intelligence to guide respondents through a questionnaire in a more personalized way. Instead of following a standard set of questions, AI analyzes the answers in real time and asks targeted follow-up questions based on them. This creates an interactive conversation that reveals not only what someone chooses, but also why that choice is made.