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From tasting to data: digital marketing students explore the consumers of tomorrow with Produit en Bretagne

How can brands understand what really wins over the next generation of consumers? Nine Digital Marketing students at Rennes School of Business are getting the opportunity to put marketing research into practice through a real-world collaboration with Produit en Bretagne. Their challenge: to explore what shapes the preferences and choices of tomorrow’s consumers.

For more than 20 years, Produit en Bretagne has supported regional companies and promoted innovation. Its long-running Prix Coup de Cœur des Jeunes is now being renewed as part of a wider ambition to modernise the award, respond to changing consumer expectations and strengthen its connection with younger generations.

A real marketing challenge becomes a graduation project

This year, Produit en Bretagne is working with Rennes School of Business to better understand the expectations of younger consumers and evaluate innovative products developed by companies in Brittany, primarily from the food sector.

The challenge has become an applied Graduating Project for 9 Digital Marketing students:

  • Anandita Yadvendra BHARADWAJ
  • Chirui LIAO
  • Cristhian Leonel GUZMAN VARGAS
  • Huizhen LIANG
  • Laura JULE
  • Yvette SAUVIGNET
  • Saad EL OUARDI
  • Miranda Estela MENSES
  • Lea MEHEUT.

Rather than working on a simulated classroom case, the students are developing and implementing a real consumer research project. Their work covers research design, product testing, data collection and analysis, through to strategic recommendations and presentation of the findings.

Understanding what makes consumers choose

The research examines the consumer journey before and after product trial.
Before tasting, participants consider aspects including product attractiveness, quality and taste expectations, association with Brittany, willingness to pay and purchase intentions. After experiencing the product, they evaluate dimensions such as appearance, aroma, taste and texture, as well as satisfaction, recommendation and future purchase intentions.
The objective is not simply to determine which products young consumers prefer, but to understand why.

Academic mentoring meets professional practice

The students are mentored by two Marketing faculty members, Sheila MATSON and Tunyaporn VICHIENGIOR, with profound teaching and research expertise in th field of marketing, who are guiding them through the methodology, questionnaire design, sampling, data analysis, interpretation and final presentation.
The final outputs are designed to take the research beyond the classroom, including a marketing dashboard, strategic report, individual feedback for participating companies and presentation of the findings.
For the students, the project turns their Graduating Project into an opportunity to apply academic knowledge to a genuine marketing challenge. For Produit en Bretagne and participating companies, it offers something equally valuable: a closer look at how a new generation of consumers perceives, experiences and chooses Breton products.

Discover the MSc in Digital Marketing Management