The Frontier of Food
Analyze the food market and forecast unmet consumer needs!
Broaden your horizon: Use the challenge to understand a complex challenge of the world population and try to come up with a targeted market analysis of the food market and specific unmet consumer needs.
✅ Completed 🏁 Winner Congratulations Team U Ferment, well deserved victory!
🏆 Prize €10.000
Key Questions
- Which concrete unmet consumer needs have you identified? You should be able to clearly explain and define it.
- What are the needs of a more urban and wealthy society and how might this impact food consumption?
- How will food supply production change in response to the unmet consumer needs? What technological solution might be needed to address this new demand?
These approaches are desired by Merck
- Surveys and interviews with relevant food consumers and food experts (“primary research”)
- Consideration of latest trend reports, studies or other relevant developments in this industry (“secondary research”)
- Ideas of how these unmet consumer needs could be addressed based on Merck’s scientific and technological capabilities (more information can be found here)
These approaches should NOT be followed
- Analyzing stakeholder needs that are not directly linked to the consumer needs
- Ideas and approaches that cannot be verified
- Starting with solutions rather than a needs assessment
Evaluation criteria
Are the existing theses valid?
- Was primary research conducted?
- Was relevant secondary research considered and integrated?
- Is the documentation adequate?
Concept representation
- Understandable, written delineation of the ideas