Crumbl Cookies research plan for qualitative analysis. The objective was to interview people and create themes to understand how our audience feels about Crumbl Cookies. From our research we found that people felt that Crumbl was too expensive, that they only really enjoy going out for sweet treats with friends/family, and that it just wasn’t worth the effort.

Based on this we knew came up with More than a Cookie. For creative approach we recommended that Crumbl reach out to their audience outside of social media, which they have a strong presence on.

My role in the project was assisting with the research, finding the key themes, and I wrote various parts of the report including the key findings.