Valio: How are sustainable choices made and what does it mean for Valio
How does sustainability become a part of purchase decisions? We conducted ethnographic research for Valio, regarding consumer sustainability.
Through an anthropological research approach, Valio got understanding about:
Target consumers’ views on sustainability, and the different meanings and themes it embodies for consumers.
The role of sustainability in consumers’ lives.
How the themes related to sustainability of foodstuff link with larger themes of sustainability.
How the target consumer should be approached about the themes of sustainability.
How does the theme of sustainability affect consumption and become a part of purchase decisions.
Because the research was conducted remotely, we followed the lives of consumers through a reflective journal about daily decisions and the role sustainability plays in them. Before and after the journal, one-on-one interviews were held, in order to dig deeper into the themes.
The gathered data was analyzed in analysis workshops, one of which was facilitated for the Valio team. This way the valuable internal view and expertise were incorporated into the analysis, and the insights became Valio’s own.
August 26, 2022
“The collaboration with Kenno [now a part of Miltton] was excellent. The project moved forward as planned and on schedule. The research gave us new, thought-broadening observations about sustainability in the daily lives of consumers. We keep coming back to the research report, when we ponder about the meaning of sustainability to consumers and how we should communicate to them about it.”
Jarno Rautio, Consumer Insight Manager Valio
For more information, please contact
Anna Martela Director, Research and Insight