1. What is the problem?
Pasta consumption in Spain is below other countries (4 kilos/person, Italians consume 25 kilos/person) and has also dropped (-2% in 1990). Underlying hypothesis is that consumption could be doubled with marginal effort.

2. How would you conduct the research? (sampling, research approach, metholodology, etc)
Objective: Conduct comprehensive research to understand needs and wants of Spanish consumer. Ultimate aim is to determine if there is a business opportunity to increase pasta supply by promoting incremental demand.
Steps and Approach: a. Qualitative Research – to properly define the hypothesis. a. Focus groups with customer. i. Target: different gender and age groups b. In depth interviews with customers ii. Individual sessions, different gender and age groups iii. Focus on households/women as they dictate food buying decisions c. In-depth interviews with chefs and restaurant owners (the are close to customers and their taste/preferences) iv. Target: Spanish food, international cuisine, Italian restaurants d. Product Sampling – Taste testing v. Taste all 3 pasta types 1. Plain, filled, composite b. Quantitative Research – to test the hypothesis and develop alternate solutions. Develop a good sample group. e. Personal Survey/questionnaire, vi. At: Small supermarkets, Large supermarkets, Restaurants vii. Type of questions: filter, control, closed, and semi-closed. f. Internet survey: Buy target group email addresses or buy space in food sites. g. Different genders and age groups c. Secondary data h. Understand taste and preferences in countries with higher consumption and where consumption has increased with marketing campaigns i. Others: see other studies and links