Research
Buying Behavior Analysis for a Dutch Sustainable Packaging Startup
Overview
What this challenge is about.
Your task is to investigate the B2B buying process for sustainable packaging. You will design a semi-structured interview guide based on the buying center framework. Recruit and interview 5-7 professionals from food companies (e.g., procurement managers, sustainability officers, packaging engineers). Analyze transcripts using thematic analysis to identify key decision criteria, influencers, and stages. Deliver a 12-page report with a buying center map, decision criteria matrix, and recommendations for the startup's go-to-market strategy. Success means providing clear, evidence-based guidance on how to approach large buyers. Constraints: no budget for incentives, interviews must be conducted within 2 weeks.
The Brief
What you'll do, and what you'll demonstrate.
How do large food companies make purchasing decisions for sustainable packaging, and what are the key criteria and influencers in the buying center?
Earning criteria — what you'll demonstrate
- Apply the buying center framework to a real B2B context
- Design and conduct qualitative interviews with industry professionals
- Analyze qualitative data using thematic analysis
- Translate research findings into actionable marketing strategies
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Skills
Skills you'll demonstrate.
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Careers
Roles this prepares you for.
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Career mappings coming soon.