“Harry, your friend Peter has already burnt off 674 kilocalories at the gym today. Can you do better? Tip: try the rowing machine!”
An hour before the time that Harry (low education level, social security recipient, overweight and sensitive to what his friends think of him) usually goes to the gym he receives another message on his smartphone. “It’s time to beat Peter!” Harry also receives tips on interesting supermarket offers. “Instant oatmeal is on offer this week: 500 grams for 0.39 euro. Just add milk, put it in the microwave for 2.5 minutes and sprinkle a handful of raisins on top for an easy and delicious breakfast tomorrow morning!”
The examples of Emma, Harry and Eva illustrate how each individual is different. That is why the research is conducted from the perspective of the consumer. Read more about the use of consumer cases in the programme.