Of course. It's wise to build a robust research plan before committing to product development. A structured approach will ensure that your final product and marketing strategy are grounded in genuine consumer insights, not just assumptions.

Here is a professional business research proposal designed to help you understand your target audience and make informed decisions.

Business Research Proposal: Low-Sugar Chocolate for North American Teenagers

This plan is structured in two phases: Information Collection and Information Analysis. It is guided by a combination of strategic frameworks to ensure a comprehensive understanding of the market and the consumer.

Recommended Frameworks: JTBD, KANO, and STP

To tackle this challenge effectively, we will use a combination of three powerful business analysis frameworks.

• Framework Teaching:

  • Jobs-to-be-Done (JTBD): This framework focuses on understanding the fundamental problem a customer is trying to solve, or the "job" they are "hiring" a product to do. Instead of asking what features they want, we ask about their situation and desired outcome. For a teenager, a snack isn't just about satisfying hunger; it might be about beating boredom, having something to share with friends, or getting a quick energy boost before a game.
  • KANO Model: This tool helps you prioritize which product features to invest in by categorizing them based on how they affect customer satisfaction. Features are sorted into:
    • Must-haves: Basic expectations. If you don't have them, customers will be dissatisfied (e.g., the chocolate must taste good).
    • Performance: The more you provide, the more satisfied customers become (e.g., more sustainable packaging).
    • Delighters: Unexpected features that create a "wow" moment and build loyalty (e.g., a unique flavor combination or scannable code for exclusive content).
  • Segmentation, Targeting, Positioning (STP): This is a core marketing model. It involves:
    • Segmentation: Dividing the broad "teenager" market into smaller, more defined groups based on their needs, habits, or values.
    • Targeting: Selecting the most promising segment for your brand to focus on.
    • Positioning: Crafting a clear and compelling identity for your product in the minds of your target segment, so they understand why it's the best choice for them.

• Applicability Explanation:

  • Combining these frameworks allows us to move from a deep understanding of core needs to actionable strategy. JTBD will uncover the why behind teen snacking. STP will help you decide who specifically to target within the diverse teen market. Finally, the KANO model will clarify what product and packaging features will win that specific target group over. This integrated approach prevents you from creating a generic product that tries to be for everyone but excites no one.

Phase 1: Information Collection

Before we can analyze anything, we need to gather the right data. Your existing research is a great starting point. The following steps will build upon it to fill in critical gaps.

1. Web Search

This initial search will broaden your understanding of the competitive landscape, prevailing teen culture, and design trends.

• Search Queries:
  • "Gen Z snacking habits North America 2025"
  • "Teenage consumer trends food and beverage"
  • "Competitors in low-sugar chocolate market for teens"
  • "Analysis of successful snack packaging for Gen Z"
  • "Impact of social media trends on teen food choices"
  • "Teen preferences for alternative sweeteners like stevia vs monk fruit"
• Purpose of this Search:
  • Market Landscape: This helps to size the opportunity and understand broad behavioral patterns, like the fact that Gen Z is open to trying new things and is snacking more outside of traditional meal times. Social media, especially TikTok, significantly influences their food choices, from recipes to diet trends.
  • Competitive Intelligence: This allows you to identify who is already in this space, what they are doing well, and where the gaps are. The goal is to inform the "Positioning" aspect of the STP framework by mapping out the existing market.
  • Design & Messaging Insights: Research shows that while younger consumers are willing to pay more for sustainable packaging, factors like food safety and value for money remain highly important. Packaging that tells an authentic story and uses vibrant, engaging graphics tends to perform well.

2. User Interview Planning

This is the most critical part of the information collection phase. Direct conversations will provide the rich, nuanced insights that quantitative data and web searches cannot.

• Interview Subjects:

  • Recruit a diverse group of 15-20 North American teenagers, ages 13-19.
  • Ensure a mix of demographics: different genders, geographic locations (urban, suburban, rural), and lifestyle interests (e.g., athletes, artists, gamers, academic-focused students). This diversity is key to effective market segmentation.

• Interview Purpose:

  • To gather deep qualitative data to build out the JTBD, KANO, and STP frameworks. We need to understand the context and emotions behind their snacking choices.

• Core Interview Questions:

  • Questions for JTBD (Understanding the "Why"):

    1. "Think about the last time you reached for a snack. Can you walk me through that entire moment? Where were you, what time was it, who were you with, and what were you feeling right before you decided to get a snack?"
       • Analysis Purpose: This narrative-style question helps uncover the functional, social, and emotional "jobs" that snacks perform.
    2. "What other things did you consider snacking on at that moment? It doesn't have to be chocolate. What made you choose what you chose and reject the others?"
       • Analysis Purpose: This reveals the true competitive set (e.g., is your competition another chocolate bar, or is it a bag of chips, an apple, or scrolling on TikTok?) and the decision-making criteria.

  • Questions for KANO Model (Prioritizing Features): (Present teens with simple concept cards or mock-ups of the chocolate with different features)

    1. "If this chocolate had a rich, delicious taste, how would you feel? Now, if it didn't have a rich, delicious taste, how would you feel?"
    2. "If this chocolate was made with a natural, plant-based sweetener instead of sugar, how would you feel? And if it was made with regular sugar, how would you feel?"
    3. "If this chocolate came in a fully biodegradable wrapper, how would you feel? And if it came in a standard plastic wrapper, how would you feel?"
       • Analysis Purpose: These paired questions are the core of the KANO method. By asking about their reaction to both the presence and absence of a feature, we can classify attributes as Must-haves, Performance, or Delighters.

  • Questions for STP (Positioning & Messaging):

    1. "Imagine you saw three new chocolate bars on the shelf. One says, 'Deliciously Decadent.' The second says, 'The Smarter, Healthier Treat.' The third says, 'A Bold Snack to Share.' Which one sounds most interesting to you, and why?"
       • Analysis Purpose: This tests different positioning angles to see what resonates most: taste, health, or social connection.
    2. "When you think of 'healthy snacks,' what words or ideas come to mind? What about 'tasty snacks'?"
       • Analysis Purpose: This helps map out the language to use—and avoid—in your marketing and on your packaging.

Phase 2: Information Analysis

In this phase, you will synthesize the collected data using the recommended frameworks to generate the actionable strategies your client needs.

1. Map the Jobs-to-be-Done:

   • Transcribe the interviews and highlight all the "job stories." Look for patterns and group them into 3-5 primary "Jobs" that teens hire snacks for (e.g., "Relieve study-session stress," "Provide quick fuel before practice," "Have a cool item to fit in with friends").

2. Segment, Target, and Position (STP):

   • Segment: Based on the "Jobs," create 2-3 distinct teen personas. For example:
     • "The Health-Conscious Performer": Needs fuel for sports/academics, values clean ingredients.
     • "The Social Snacker": Sees snacks as a way to connect, values shareability and trendiness.
     • "The Comfort Seeker": Uses snacks for emotional relief, values taste and indulgence above all.
   • Target: Analyze which segment best aligns with your brand’s capabilities and mission. The goal is not to please everyone, but to be the perfect choice for a specific group.
   • Position: Write a clear positioning statement for your chosen target. Formula: For [Target Persona], our chocolate is the snack that delivers [Key Job-to-be-Done] by offering [Key Differentiator 1] and [Key Differentiator 2].

3. Apply the KANO Model to Guide Development:

   • Plot the feature feedback from your interviews onto a KANO grid. This will give you a clear product development roadmap.
   • Must-Haves: These are non-negotiable. For example, "great taste" will almost certainly be in this category. If you fail here, nothing else matters.
   • Performance Attributes: These are features where "more is better." This could be factors like "low sugar content" or "high cocoa percentage." The insights will guide how much to invest in these areas.
   • Delighters: These are your secret weapons for creating buzz. Perhaps "fully compostable packaging" or a "unique, unexpected flavor" falls here. These are features that teens may not explicitly ask for but will generate excitement and loyalty.

4. Develop the Final Recommendations:

   • Product Formulation: Use the KANO analysis and your target persona's needs to define the ideal flavor profile, sweetness level, sweetener type, and any other "healthy" additions.
   • Packaging Design Brief: Translate the findings into concrete instructions for a designer. Specify the format (e.g., resealable pouch), materials (e.g., paper-based), key messages ("Low-sugar" vs. "Amazingly Tasty"), and visual style (e.g., bold and playful vs. minimalist and clean). A significant portion of Gen Z and millennials are willing to pay more for sustainable packaging.
   • Marketing & Communication: Use the language from your target persona interviews and the winning positioning statement to craft key marketing messages. Determine the best channels to reach them, noting that social media platforms like TikTok are powerful sales and engagement tools for this demographic.

Below is a concise summary synthesizing insights from five interviews with participants relevant to low-sugar chocolate products, focusing on North American teenagers (primary target) and adjacent personas for broader perspective.

Summary of Interview Insights on Low-Sugar Chocolate Preferences

Participants:

• LeoTheChocoExplorer (10, Nordic country, non-target demographic)
• Alex Chen (16, North American athlete)
• Chloe Miller (15, North American teen, social media-savvy)
• Leo (22, California, sustainability-focused, former teen perspective)
• Mia (16, North American health-curious teen)

Target Audience Overview (North American Teens 13-19)

1. Chocolate Consumption Habits & Motivations:

• Chocolate is primarily consumed for enjoyment, comfort, social connection, or occasional performance fueling.
• Frequent snacking after school, with friends, or during breaks is common.
• Taste is the paramount factor across the board, often outweighing health considerations.

2. Attitudes Toward Low-Sugar Chocolate:

• There is widespread skepticism that low-sugar means compromised taste.
• Teens want "no compromise" on flavor; low-sugar is viewed favorably only if taste is preserved or enhanced.
• Low sugar often functions as a "guilt-free bonus," appealing when it allows eating more or aligns with a "clean" or "natural" perception.
• Natural sweeteners such as monk fruit and stevia are preferred; artificial or chemical sweeteners trigger wariness.

3. Key Triggers for Trying New Brands:

• Packaging: Highly influential, especially for younger teens. Teens favor vibrant, bold, trendy, and "Instagrammable" designs with playful fonts and bright colors (electric blues, hot pinks, neon greens). Packaging must signal "fun" and indulgence, not "health food."
• Social Proof: TikTok influencers, friends’ recommendations, and viral trends strongly motivate trial.
• Messaging: Taste-focused claims ("Flavor Explosion," "Rich & Creamy," "No Compromise") perform much better than overt health claims. Health benefits should be subtle and framed positively (e.g., "Less sugar crash, all the yum!").

4. Packaging Preferences:

• Easy-to-carry, resealable pouches or bars that are shareable and convenient.
• Sustainability is a plus, especially for older or more conscious teens, but "cool" and "premium" feel usually trump material considerations for younger teens.
• Younger teens reject muted, earthy tones or minimalist designs in favor of bold colors and fun aesthetics. Older teens/young adults interested in sustainability prefer minimalist, clean, and earthy designs with transparent messaging.

5. Purchase Behavior & Price Sensitivity:

• Convenience stores and drugstores are preferred by younger teens for impulse or immediate availability; grocery stores and health food stores cater to older or health-conscious teens.
• Willingness to pay a premium varies:
  • Casual teens accept ~$3-$3.50 for a trendy, tasty bar.
  • Athlete teens (e.g., Alex) and sustainability-focused young adults (e.g., Leo) are willing to pay $3.50-$6+, valuing functional benefits and ethical attributes.
• Price sensitivity remains real; any premium must be justified by taste, functional benefits, or alignment with values.

Profiles Highlights

Alex Chen (16, Athlete):
Diets strictly for performance benefits, seeks low sugar as a non-negotiable baseline, favors high cacao dark chocolates with clean labels, functional nutrition (protein, fiber, electrolytes), minimalist packaging, and credible endorsements.

Chloe Miller (15, Trend-Focused):
Values instant happiness, social connection, and trends. Taste and packaging dominate decisions. Strongly influenced by social media buzz and peer validation. Prefers vibrant, fun packaging and downplays overt health claims.

Mia (16, Health-Curious):
Balances enjoyment with healthier choices, open to low-sugar if taste is maintained. Prefers modern, aesthetic packaging and subtle health messaging combined with strong taste promises. Influenced by lifestyle influencers.

Leo (22, Eco-Conscious):
Views health holistically, incorporating sustainability and ethical sourcing. Prefers transparent, minimalist packaging with verified certifications, willing to pay premiums for authentic, sustainable, and clean products. A cautiously optimistic consumer who demands brand integrity.

LeoTheChocoExplorer (10, Nordic Country):
Outside target demographic but highlights enjoyment of chocolate based on packaging appeal and surprises. Prioritizes taste over health, indicating younger kids require entirely different strategies.

Recommendations for Low-Sugar Chocolate Product Development and Marketing

• Prioritize flavor quality: Leading with authentic taste claims accompanied by subtle, positively framed health benefits increases acceptance, especially among teens.
• Tailor packaging to audience age: Use bold, vibrant, “dopaminergic” designs for younger teens; adopt minimalist, earthy aesthetics for older, sustainability-conscious youth.
• Leverage social media and influencer marketing: Peer and influencer endorsements are crucial for trial and adoption among teens.
• Communicate clean, transparent ingredients and sweetener choices: Especially important for health-conscious consumers like athletes and eco-focused young adults.
• Offer convenient formats: Resealable, shareable, portable packaging supports on-the-go snacking and social sharing.
• Price strategically: For mainstream teens, keep prices accessible (~$3-$3.50), but offer premium lines with added functional or ethical benefits for higher willingness to pay niches.

This cross-segment insight supports designing nuanced product portfolios that resonate across diverse teen subgroups, balancing taste, health, trendiness, and ethical values to maximize appeal and market success.

Summary of Interviews on Low-Sugar Chocolate Preferences Among North American Teenagers and Related Insights

This report synthesizes key insights from interviews primarily with North American teenagers Sam (14) and Alex (12), supplemented by perspectives from a young adult tech professional (25), a trend-focused Korean university student (20), and two out-of-demographic participants.

1. Teen Consumers: Sam (14) and Alex (12)

Sam Davis (14, Suburban North America)

• Snacking habits: Prefers quick, convenient, filling snacks after school before homework.
• Chocolate views: Sees chocolate as an occasional treat; favors familiar milk chocolate brands like Snickers and Hershey's with smooth textures and simple flavors.
• Low-sugar chocolate perception: Skeptical; associates low-sugar chocolate with worse taste and higher prices. Would consider low-sugar only if taste and price closely match regular chocolate.
• Buying drivers: Convenience, affordable pricing, effective satiety. Social media and environmental claims are minimal influences.
• Packaging & messaging: Needs clear taste assurance ("Tastes Just Like Regular Chocolate"), value offer, and associations with trusted brands. Packaging should be practical (easy to open/share) and not overtly "low-sugar."
• "Cool" factor: Taste authenticity, shareability, and affordable pricing are critical. Low-sugar messaging should be subtle and not diminish appeal.

Alex 'ChocoSpark' Miller (12, North America)

• Snack preferences: Seeks adventurous, multi-textured, multi-flavored chocolates with bold combinations (e.g., dark chocolate with sour fruit bits, popping candy, spicy snacks).
• Discovery channels: Heavy social media user (TikTok, YouTube Shorts), influenced by snack hauls and influencer content.
• Low-sugar chocolate perception: Distrustful, associating it with artificial aftertastes, blandness, and "old" or uncool branding.
• Making low-sugar chocolate "cool": Must taste great with no artificial aftertaste, feature vibrant/holographic, artistic packaging, avoid obvious "diet" labels, and have influencer endorsements (especially gamers).
• Indulgence vs. health: Indulgence wins, but interested in options that avoid the sugar crash and offer "the good stuff without downsides."
• Environmental view: Positive if sustainable packaging also looks visually appealing and supports brand identity.

2. Adult and International Perspectives

Snack_Explorer_M (25, Tech Worker)

• Falls outside the teenage target; views snacks as luxury indulgences or social treats prioritizing taste and quality.
• Purchase decisions impulsive, tied to occasion rather than health.
• Social media use for sharing moments, not product discovery.
• Insights less applicable to teenage low-sugar chocolate targeting.

Min-jun (20, Seoul, University Student)

• Highly trend/aesthetic-conscious, influenced by K-pop/K-fashion culture.
• Prioritizes striking, Instagrammable packaging and unique, premium flavors (e.g., Korean traditional flavors, layered textures).
• Low-sugar chocolate must taste authentic, feel "smart and trendy," not diet-like.
• Product discovery via friends, K-drama product placements, influencers.
• Messaging should emphasize "Smart Sweetness," "Mindful Indulgence," and incorporate trendy functional benefits (e.g., collagen).
• Environmental packaging valued if it aligns with chic aesthetics.
• Balances indulgence and health by choosing occasions for treats vs. mindful snacking.

3. Out-of-Demographic Participant

Maya (10, Abu Dhabi)

• Too young and outside North America target; enjoys snacks and chocolate with enthusiasm but not relevant for study analysis.

Overall Insights for Low-Sugar Chocolate Targeting North American Teens

• Taste First: Authentic, rich chocolate flavor with no artificial aftertaste is the single most crucial factor.
• Pricing and Value: Must be competitively priced; added cost reduces willingness to buy.
• Packaging: Should be both practical (easy to open/share) and visually appealing or "cool," but not overtly "diet" or health-clinical looking.
• Messaging: Needs to reassure on taste and value. Subtle health claims ("Great Taste, Less Sugar" rather than big "Low Sugar" labels) work best.
• Discovery: Traditional in-store visibility and peer/friend recommendations remain important for younger teens not highly engaged in social media trend-chasing. For younger, social-media-active teens, influencer marketing and dynamic packaging are key.
• "Cool" Factor: Relies on a combination of genuine taste, visually striking and shareworthy packaging, affordability, and subtlety in low-sugar messaging.
• Health vs. Indulgence: Indulgence dominates; low-sugar is only appealing if it does not compromise chocolate enjoyment.
• Sustainability: Moderate interest; more appealing if sustainable packaging also looks stylish and does not add cost.

This analysis highlights varied teenage consumer segments: one pragmatic and value-focused (Sam), one adventure-seeking and social media-driven (Alex), with additional perspectives from trend-conscious young adults (Min-jun). Effective low-sugar chocolate products should be carefully tailored to meet these nuanced preferences to overcome skepticism and build appeal.