Flax, hemp, wood fibers, cork, sheep wool, reeds, seagrass, straw,…
What are we talking about? BioCannDo’s second case study on bio-based insulation materials of course! BioCannDo is a three-year project funded under the Bio-based Industries Joint Undertaking (BBI JU), aiming to increase awareness of bio-based products – products partly or wholly made of biomass. Based on a process of close co-creation with stakeholders and end-consumers, the project develops, fine-tunes and distributes communication and educational materials about the bioeconomy and different bio-based products. The results of this process are communicated through articles, videos, information sheets and other items for a general audience.
As part of our second case study, Prospex organised three separate focus group discussions with consumers in the Belgian cities of Brussels and Mechelen, on 12 June and 27 June 2018 respectively. These highly interactive formats brought together potential and previous end-consumers of bio-based insulation materials, checked their perception of bio-based insulation materials and served as a testing ground for the outcomes of the previously conducted workshop.
While participants indicated that the price of insulation material and their own financial situation is the most decisive factor determining their consumer choice, they also attached value to factors such as health, as well as the quality, performance, availability, sustainability, and safety of a product.
The format of the Focus Group has been largely successful, providing valuable and crucial input to the further advancement of the study.