Duncan Hines Brand Research
Understanding Consumer Behavior
This research project explored how evolving consumer preferences influence brand perception and purchasing decisions within the baking category. Through market analysis, consumer insights, and various forms of research, our team identified opportunities for Duncan Hines to strengthen its positioning while remaining relevant to modern audiences.
First, The Problem…
Younger consumers consistently prioritize convenience over complex prep, turning traditional baking into an inconvenient chore rather than a joyful activity.
