1 ! Case Study–IHUTnography! ??? Business Objective: Facing declining sales, the brand team sought to explore how their current product could be improved to be more enticing and reverse the current trend! ??? Research Objective: To evaluate the product, in terms of ease of preparation, barriers to purchase, key likes/dislikes, suggested improvements for use in product optimization! ??? Method(s):! ??? Shop-along: Participants shopped for a

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