Allrecipes.com
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As the fastest growing independent food internet site, and part of The Reader’s Digest Association, Inc. food and entertaining division, Allrecipes provides insights into the kitchens and cooking passions of home cooks everywhere.
Challenge
Having expanded into new territories Allrecipies.com needed to develop a greater understanding of Chinese and Japanese food cultures on and offline was identified.
The resulting study involved developing a comprehensive understanding of food rituals in these regions and to what extent they were reflected in online cultures and behaviours.
The research focused on leveraging existing methods to inform and design the most effective experience for this new customer base taking into account not just how to get such different cultures engaged but also the likely acceptance on an American food brand in the region.
Solution
Using tailor made techniques Alterian Insights carried out extensive research into food sites in the US, China and Japan to gain an in depth understanding of the social networking ecosystems already in place regarding food. This was supported by a series of in-depth interviews with Subject Matter Experts, global brand experts and celebrity chefs in each country along with cultural anthropologists and social media experts.
Our research allowed the delivery of a presentation deck using highly innovative methodology meaning we were able to deliver a far more valuable insight than we felt a traditional methodology would have offered and at a significantly reduced cost than other vendors had quoted.
Results
Our recommendations have not only allowed Reader’s Digest to successfully launch the Allrecipies.com site and brand in China and Japan but as a direct result of this success they are currently preparing to launch in eleven other countries in 2010.
Alterian Insights continues to be a valued vendor to Reader’s Digest and is actively involved in projects across the organization.
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