Duration

3 months (2021)

Tools

Paper, Eyetracker, Google Workspace apps

Role

Lead Researcher

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Under A Non-disclosure Agreement

Some of the details in this case study may be vague to protect the client's intellectual property.

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It wasn’t just about carrots or chicken breast. It was about the little, often invisible decisions shoppers make in-store — when they pick pre-packed spinach instead of loose leaves, when they linger by the fish counter but end up with frozen fillets, or when they loop around the wet market before walking into a supermarket anyway.

Challenge

What drives a shopper to buy fresh food, and what stops them from doing it better?

The goal was simple: uncover the blind spots. The friction points. The irrational decisions. And from there, build a clearer picture of how to make fresh food shopping feel easier, smarter, and maybe even more joyful.

Approach

We spent time watching, listening, walking alongside.

• We shadowed shoppers across Singapore, from supermarkets to wet markets to tiny heartland shops observing how they made choices in the moment
• Then we sat down with them. In-depth interviews with families, solo dwellers, retirees, the ones who cook and the ones who don’t
• To scale those stories, we ran a survey (n=1000) to see how far the patterns stretched across demographics
• And finally, we brought everyone into the same room — co-creation workshops with customers and FairPrice staff to map pain points and test early ideas

Results + Impact