Customer Insight

As we know, ice creams like Ben & Jerry’s and Haagen Dazs are the two top ice-cream in terms of quality in the market.

To better know why is it that most people love this brands and how do they feel about them, we’ve decided to make a research on peoples motivations to eat ice cream, particularly Haagen Dazs and Ben & Jerry’s

Firstly, we made a survey on which we analyzed several criteria such as the motivation that triggers people’s purchase of ice cream and also their reasons to pick one of the 2 brands analyzed

The results were the following:

• People normally associate feelings of happiness towards ice cream.
• 90% of the people interviewed like Haagen Dazs Ice Cream better than Ben & Jerry’s.
• 95% of the people we interviewed have memories of their childhood when thinking about ice cream, 5% have memories of previous couples.
• From the people interviewed, 85% eat ice cream with friends and the rest said that they eat it with their family.
• Other information recovered from the survey:
  • The main reason why most people like Haagen Dazs ice cream is because they like the flavour. However, they also said that they like the Haagen Dazs because they love to hang out at the Haagen Dazs shop.

Finally, from this particular survey we can conclude that Haagen Dazs is the most loved brand among people.

Further analyzing the information from this survey and after reading some articles of Kevin Roberts. We could say that consumers place ice cream in the scale of “initimacy”. This feeling is one of the dimensions that the QIQ International Limited Company uses for categorizing and measuring emotion. Intimacy according to QIQ International, refers to the things that bring you memories of your childhood. Therefore, we can conclude that people love ice cream not only for its taste but also but the level of intimacy that they can perceive when eating it.