CustDev interviews as research tool for consumer preferences regarding meat snacks

The article considers practical application of the Customer Development (CustDev) interview method to study consumer preferences and validation of new meat snack concept in the project «Power of Buryat nature» as a case study. The research is based on in-depth interviews conducted with consumers aged 18–45 focusing on healthy eating and regional food products. The CustDev interviews revealed consumer behaviors, key criteria for choosing meat snacks, as well as existing consumer problems and unmet needs of target consumer groups. The results obtained confirm the relevance of developing natural, high-protein meat snacks with regional identity. The study demonstrates the effectiveness of CustDev interviews as a qualitative research tool for early-stage product concept validation in food industry.