Business

Connoisseur Desserts

Connoisseur Desserts wanted to understand the choices Australians make in their social lives, and tasked McCrindle to quantify how rampant faux-cialising has become

The problem

Connoisseur wanted fresh insights into their target market’s perception towards faux-cialising and how often people cancel plans on the basis they would rather stay at home. These insights would assist in strategic discussions and marketing to speak to their audience’s needs.

The Solution

We interviewed 1,002 working-age Australians to tell us about their social lives, and whether they regularly cancel plans or turn down an invitation to go out on the basis they would prefer to stay at home (faux-cialising). An astounding 73% of Australians admit to faux-cialising, and 45% always prefer to stay home, no matter what night of the week it is.

Results & Deliverables

Connoisseur Desserts has aligned the strong research results with their brand positioning, encouraging Australians to stock their fridges with indulgent treats to make their faux-cialising even more enjoyable.