---
title: "Loyalty research for a children’s snack brand | antedote"
description: "Digital ethnography for a children’s snack brand: why its most loyal families keep buying, built on jobs to be done, with occasions it didn’t yet serve."
url: "https://antedote.com/explore-our-work/why-families-stay-loyal-to-a-kids-snack/"
author: "antedote"
---

# Understanding why families stay loyal to a kids’ snack

A children’s snack brand wanted to know why its most loyal families kept buying, before briefing its pack, its communication and its next ideas. We followed those families online, logging each snack moment as it happened.

·

**Client**
Children’s snack brand

**Industry**
Snacks

**Kind of work**
Consumer understanding

**Our role**
Digital ethnography with the brand’s most loyal families, built on jobs to be done

## What happened next

The company then commissioned further work from us.

## The question

The brand knew which families bought it most often, and wanted to understand why, so that its pack, its communication and its next ideas would build on what kept them coming back.

It also wanted to know what parents and children needed at times of day the brand didn’t yet reach.

## Our approach

We followed the brand’s most loyal parents through an online ethnography built on jobs to be done, logging each snack moment as it happened and asking how they had first come to the brand.

Projective tasks and face-offs against the other snacks in their own pantries were designed to bring out, in parents’ own words, what the brand did for their families, and the work built on our earlier research for the same brand.

## What the team came away with

A framework for the brand’s food story and the priorities for communicating it, ready to brief the pack, the communication and the innovation team.

Deep dives on occasions the brand didn’t yet serve gave the innovation team its own starting point.

## Related work

[View consumer understanding case studies](https://antedote.com/explore-our-work/?work=Consumer%20understanding#library)

- Food

    ### [Seeing a fresh-food shop through shoppers' eyes](https://antedote.com/explore-our-work/a-fresh-food-shop-through-shoppers-eyes/)

    A grocery retailer wanted its fresh-food top-up trips to happen more often and fill more of the basket.

- Food

    ### [Hearing from consumers before a food brand’s leadership summit](https://antedote.com/explore-our-work/leadership-immersion-before-a-summit/)

    Ahead of a summit to set a food brand’s direction, we took its leaders out with consumers, in store and well beyond the category, to see premium from the consumer’s side.

**What we do**
[Strategic research](https://antedote.com/what-we-do/strategic-research/)

**The thinking behind this**
- [The customer story everyone remembers](https://antedote.com/thinking/the-customer-story-everyone-remembers/)

## Want to understand your customers better?

Bring the question, and we’ll talk through where to begin.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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