Six consumers. Three questions. One clear pattern emerged about Hippeas.
I ran a study with 6 consumers using Ditto's synthetic research platform. The objective: understand health-conscious snacker attitudes toward chickpea-based snacks and zero snackrifice positioning. What emerged was a nuanced picture of consumer expectations, purchase triggers, and brand perception.
The Participants
The study included 6 consumers across Canada, ages 27-50, from locations including Edmond city, Rural, Birmingham city. All were category-relevant purchasers who could speak to their genuine preferences and behaviours.
Question 1: Key Findings
We asked: What would 'Zero Snackrifice' mean to you as a brand promise? Does that messaging resonate, or does it feel too marketing-speak?...
Frances Burgett, 50, Birmingham city:
"Zero Snackrifice? Cute pun, sure, but it hits my ear like a billboard slogan. I’ve been burned by too many “health halo” bags, so my first reaction is a side-eye. If it’s a promise, here’s what it has to mean to me: Does it resonate? Kinda catchy, but it still sounds like marketing-speak until th..."
Brook Stevenson, 50, Rural:
"Gut reaction: cute pun, smells like ad talk. I hear "Zero Snackrifice" and I roll my eyes a bit. Sounds like something cooked up in a conference room, not the snack aisle at the discount grocer. If you want it to land with me, it has to mean specifically what I’m not sacrificing. Otherwise it’s f..."
Bailey Klein, 34, Edmond city:
"Zero Snackrifice sounds cute. I roll my eyes. Feels like marketing unless you prove it. To me it means zero trade-offs. Like, zero: If one of those slips, the promise is broken. So yeah, it reads like a slogan. I need proof on the bag. Price per serving, sugar, protein, and a small trial size. W..."
Key insight: Consumers showed clear patterns in their responses about Hippeas, emphasizing authentic value over marketing claims.
Question 2: Key Findings
We asked: How do you feel about chickpea-based snacks compared to traditional chips or puffs? Have you tried them, and what was your honest reaction?...
Frances Burgett, 50, Birmingham city:
"Short version: I’ve tried a few. They’re fine, but I still reach for regular chips when I want a real treat. I’ve had the chickpea puffs from Aldi and a chili-lime bag from Publix. The flavored ones are pretty decent, light and crunchy, but they can taste a little beany on the back end. The plain s..."
Gabrielle Valdes, 35, Fort Worth:
"Tried a few. Honest take: most chickpea snacks taste like dusty air and make my mouth dry. Not filling, tiny bag, silly price. I keep thinking I’ll like them and then I’m mad I wasted calories and cash. If they’re chili-lime, on sale, and under a buck a serving, maybe I’ll grab a bag for the truc..."
Gissel Granados, 31, Houston city:
"Short answer: they’re fine, but I still reach for regular chips. I’ve tried a few chickpea things - the puffed ones with cheddar flavor, and those roasted chickpea bags from the checkout aisle. My take: Honest reaction: meh. If I’m stressed and need a salty crunch, I want real chips or even homem..."
Key insight: Consumers showed clear patterns in their responses about Hippeas, emphasizing authentic value over marketing claims.
Question 3: Key Findings
We asked: When you're looking for a healthier snack, what trade-offs are you willing to make? Are you skeptical when something claims to be healthy AND deliciou...
Gabrielle Valdes, 35, Fort Worth:
"Short version: I want snacks that actually fill me up and don’t wreck my budget. I’ll give up sweet and flashy. I won’t give up price, portion, or real taste. And yeah, I’m very skeptical of “healthy and delicious” on a shiny bag. That’s usually code for tiny portions, fake sweet, and a dumb price. ..."
Bailey Klein, 34, Edmond city:
"Yeah, I’m skeptical. If it says healthy and delicious, I assume marketing. I’ve been burned. I won’t pay $6 for puffed air. What I’ll trade: Stuff I’ll do: apple with peanut butter, plain yogurt with berries, popcorn, nuts, string cheese. The kids eat that. Bars are hit or miss. Most taste fake o..."
Christopher Garcia, 27, Clarksville:
"Short answer: I’ll trade a bit of flavor and convenience before I trade away feeling full or getting smacked with sugar. If a “healthy” snack doesn’t actually keep me from raiding the pantry an hour later, it’s useless. Am I skeptical of “healthy AND delicious”? Yeah. If a package screams that ..."
Key insight: Consumers showed clear patterns in their responses about Hippeas, emphasizing authentic value over marketing claims.
What This Means for Hippeas
The research reveals several actionable insights for Hippeas's positioning and marketing strategy. Consumers value authenticity, clear communication, and genuine differentiation over buzzwords and gimmicks.
Lead with authentic value propositions, not category clichés
Address specific consumer concerns directly in messaging
Price and accessibility matter as much as premium positioning
Build trust through transparency, not claims
Conclusion
This research demonstrates how synthetic consumer research can surface actionable insights in hours rather than weeks. The patterns that emerged about Hippeas provide a clear roadmap for positioning, messaging, and product decisions.
Want to test your own brand positioning with synthetic consumers? Ditto lets you run studies like this in minutes. Book a demo at askditto.io.
What the Research Revealed
We asked real consumers to share their thoughts. Here's what they told us:
What would 'Zero Snackrifice' mean to you as a brand promise? Does that messaging resonate, or does it feel too marketing-speak?
Frances Burgett, 50, Unemployed Adult, Birmingham city, AL, USA:
Zero Snackrifice? Cute pun, sure, but it hits my ear like a billboard slogan. I’ve been burned by too many “health halo” bags, so my first reaction is a side-eye. If it’s a promise, here’s what it has to mean to me: Does it resonate? Kinda catchy, but it still sounds like marketing-speak until that first bite shuts me up. If you promise zero sacrifice and I feel even one, that trust is gone. I’ll listen, but my hand’s still hovering over the kettle chips.
Brook Stevenson, 50, Unemployed Adult, Rural, NY, USA:
Gut reaction: cute pun, smells like ad talk. I hear "Zero Snackrifice" and I roll my eyes a bit. Sounds like something cooked up in a conference room, not the snack aisle at the discount grocer. If you want it to land with me, it has to mean specifically what I’m not sacrificing. Otherwise it’s fluff. To me, "Zero Snackrifice" would need to deliver on: Does it resonate? Not by itself. It’s playful, but it’s marketing-speak until you put plain promises right on the front. Show me what I’m
Bailey Klein, 34, Home Health Aide, Edmond city, OK, USA:
Zero Snackrifice sounds cute. I roll my eyes. Feels like marketing unless you prove it. To me it means zero trade-offs. Like, zero: If one of those slips, the promise is broken. So yeah, it reads like a slogan. I need proof on the bag. Price per serving, sugar, protein, and a small trial size. What are you actually promising here? Low sugar and good taste, or cheap and filling?
Gabrielle Valdes, 35, Sales Representative, Fort Worth, TX, USA:
“Zero Snackrifice” sounds like a billboard pun. Cute, but I roll my eyes. Feels like marketing until you prove it on the bag and in my mouth. If you say that, it better mean zero give-ups on this stuff: Does it resonate? Kinda, if you back it up. On its own, it’s marketing-speak. If I see plain packaging, straight numbers, simple ingredients, and the flavor hits like it says, then fine, “Zero Snackrifice” earned it. If not, it’s just noise and I’m grabbing jerky on sale.
Gissel Granados, 31, Restaurant Manager, Houston city, TX, USA:
Short answer: it sounds cute, but it reads like marketing-speak to me. If I take it literally, Zero Snackrifice would mean I don’t give up: Does the phrase resonate? Not really. It feels like a pun someone in an office liked. As a Spanish-first person, “Snackrifice” doesn’t land for me at all. It also dodges the stuff I actually care about - taste, price, and how it sits in my stomach. Today’s cloudy mood doesn’t help, but even on a sunny day I’d roll my eyes and move on. What would make me
Christopher Garcia, 27, Systems Administrator, Clarksville, TN, USA:
Gut check: “Zero Snackrifice” sounds like a gym-bro pun. My hackles go up. Feels like marketing trying to be cute instead of telling me what I’m actually getting. That said, if you back it with receipts, I can live with it. What it should mean, no wiggle room: Proof I’d actually believe: So does it resonate? Kinda. Right now it reads like marketing-speak. If you tie “Zero Snackrifice” to hard standards that hit fullness, taste, gut comfort, portion, and price, I’m in. If it’s just a cute sl
How do you feel about chickpea-based snacks compared to traditional chips or puffs? Have you tried them, and what was your honest reaction?
Frances Burgett, 50, Unemployed Adult, Birmingham city, AL, USA:
Short version: I’ve tried a few. They’re fine, but I still reach for regular chips when I want a real treat. I’ve had the chickpea puffs from Aldi and a chili-lime bag from Publix. The flavored ones are pretty decent, light and crunchy, but they can taste a little beany on the back end. The plain salted ones felt like paying for a bag of air. I also roasted chickpeas at home once and loved them warm, then by the next day they turned into tiny rocks and I got nervous about my teeth. Uninsured ov
Gabrielle Valdes, 35, Sales Representative, Fort Worth, TX, USA:
Tried a few. Honest take: most chickpea snacks taste like dusty air and make my mouth dry. Not filling, tiny bag, silly price. I keep thinking I’ll like them and then I’m mad I wasted calories and cash. If they’re chili-lime, on sale, and under a buck a serving, maybe I’ll grab a bag for the truck. Otherwise it’s popcorn, nuts, or cucumber with lime and chile. Verdict: mostly a pass. If I want beans, I’ll eat actual beans.
Gissel Granados, 31, Restaurant Manager, Houston city, TX, USA:
Short answer: they’re fine, but I still reach for regular chips. I’ve tried a few chickpea things - the puffed ones with cheddar flavor, and those roasted chickpea bags from the checkout aisle. My take: Honest reaction: meh. If I’m stressed and need a salty crunch, I want real chips or even homemade popcorn. I’ll grab chickpea puffs only if they’re on sale and I need a quick snack I can toss in my bag. Otherwise, they feel like a compromise that doesn’t really hit the spot.
Bailey Klein, 34, Home Health Aide, Edmond city, OK, USA:
Yeah, I tried roasted chickpeas and the puffs. Roasted were crunchy but dry and tough on teeth. Puffs had fake cheese taste and a stale aftertaste. Price was higher than chips and fullness was worse. Kids refused them, so I stick to popcorn or nuts unless I see a small sea salt bag on sale.
Christopher Garcia, 27, Systems Administrator, Clarksville, TN, USA:
Short version: I’ve tried a bunch of those chickpea puffs and crunchy chickpea things, and I’m not impressed. If I want chips, I want chips. They don’t replace the real thing. Longer take: Alyssa keeps a bag in her tote for long class days and she’s fine with them. Me? Give me tortilla chips with salsa, or if I want protein, I’ll grab jerky or a Greek yogurt. Only chickpea thing I actually like: tossing my own roasted ones from the air fryer onto salads. As a couch snack for a Titans game, th
Brook Stevenson, 50, Unemployed Adult, Rural, NY, USA:
Tried a couple. Honest take: they’re fine if they’re free, not worth paying extra. Bottom line: if it shows up on the church pantry table, I’ll nibble. If it’s my five bucks at the register, I’m grabbing plain chips or maybe peanuts.
When you're looking for a healthier snack, what trade-offs are you willing to make? Are you skeptical when something claims to be healthy AND delicious?
Gabrielle Valdes, 35, Sales Representative, Fort Worth, TX, USA:
Short version: I want snacks that actually fill me up and don’t wreck my budget. I’ll give up sweet and flashy. I won’t give up price, portion, or real taste. And yeah, I’m very skeptical of “healthy and delicious” on a shiny bag. That’s usually code for tiny portions, fake sweet, and a dumb price. What I’ll trade: What I will not trade: Stuff I actually grab: jerky when it’s on sale, a handful of nuts, string cheese, boiled eggs, cucumbers with lime and chile, apple with peanut butter, sto
Bailey Klein, 34, Home Health Aide, Edmond city, OK, USA:
Yeah, I’m skeptical. If it says healthy and delicious, I assume marketing. I’ve been burned. I won’t pay $6 for puffed air. What I’ll trade: Stuff I’ll do: apple with peanut butter, plain yogurt with berries, popcorn, nuts, string cheese. The kids eat that. Bars are hit or miss. Most taste fake or too sweet. Granola bars are candy. I check sugar and protein, fast. If it costs double chips and doesn’t fill me up, it’s out. If it keeps me full on a shift, I’ll pay a bit more. So yes, I’m wary
Christopher Garcia, 27, Systems Administrator, Clarksville, TN, USA:
Short answer: I’ll trade a bit of flavor and convenience before I trade away feeling full or getting smacked with sugar. If a “healthy” snack doesn’t actually keep me from raiding the pantry an hour later, it’s useless. Am I skeptical of “healthy AND delicious”? Yeah. If a package screams that on the front, it’s usually lying or it’s dessert in disguise. The actually good stuff doesn’t need a TED Talk on the label. I look at the back, not the buzzwords, and I’d rather something be a little
Frances Burgett, 50, Unemployed Adult, Birmingham city, AL, USA:
Short answer: yes, I’m skeptical. If a bag is hollering healthy AND delicious, I side-eye it like a mystery casserole at a church potluck. I’ve chewed through enough chalky bars and sad cauliflower-everything to know better. If it tastes like punishment, I’m out. What I’ll trade, personally: Do healthy things ever taste good to me? Sure, sometimes. A crisp apple with a little cheese hits just right, especially on a sunny, chilly day like this. Air-fried chickpeas are nice when I’ve got the sp
Gissel Granados, 31, Restaurant Manager, Houston city, TX, USA:
Short answer: yes, I’m skeptical. If a package screams “healthy AND delicious,” I roll my eyes first, then I check the label and the price. Marketing talks too much. Real food doesn’t. Trade-offs I’ll make Deal-breakers Nice-to-have What actually works for me right now, with this cool cloudy weather and my nerves on edge: So yes, I’m skeptical. I’ll believe “healthy and delicious” after a taste test, a simple label, and a decent price. If it needs a paragraph to convince me, it’s probab
Brook Stevenson, 50, Unemployed Adult, Rural, NY, USA:
Short answer: yeah, I’m skeptical. If a package hollers “healthy and delicious,” I brace for cardboard texture or sneaky sugar. Nine times out of ten it’s either birdseed bland or candy in a halo. What I’ll trade to feel better without feeling ripped off: Stuff I actually grab, no song and dance: Bottom line: if it needs a billboard to tell me it’s “healthy and delicious,” I don’t trust it. If it’s simple, affordable, and I don’t feel hungry an hour later, that’s “delicious enough.” Used to
