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Interactions of fast‐moving consumer goods in cooking: Insights from a quantitative ethnographic study

Berumen, Gustavo; Fischer, Joel; Baumers, Martin


Gustavo Berumen

Professor of Human-Computer Interaction


Fast‐moving consumer goods (FMCGs) are increasingly equipped with enhanced packaging that incorporates novel functionalities. Providing FMCGs with this technology is challenging due to their unique characteristics, such as their low cost and short lifespan. Knowledge derived from a comprehension of their interactions in practice can help develop FMCGs that better cater to consumer needs and are well‐integrated into real‐world contexts. To help develop a method for the formation of such practical insights, 20 households were visited where participants were then observed as they cooked a meal. The sessions were captured on video, and a detailed record of the interactions between individuals, FMCGs and other items was made. A quantitative ethnographic approach was applied to analyse and build an understanding of different aspects of these interactions including their frequential, sequential and correlational features. The findings are discussed through the lens of how an appreciation of the interactions of FMCGs can serve as a valuable guidance for the design and development of their enhanced counterparts. The discovery that FMCGs are linked to the use of other items, for instance, is proposed as an opportunity to make use of the unique properties of the other items that a given FMCG commonly interacts with as a resource to create functionalities. As an exploratory reflection of how FMCGs are utilised in practice, the methods and knowledge presented in this study can be valuable in creating enhanced FMCGs by advocating for a product development process in which decisions are firmly grounded in empirical insights.


Berumen, G., Fischer, J., & Baumers, M. (2022). Interactions of fast‐moving consumer goods in cooking: Insights from a quantitative ethnographic study. Packaging Technology and Science,

Journal Article Type Article
Acceptance Date Dec 7, 2022
Online Publication Date Dec 26, 2022
Publication Date Dec 26, 2022
Deposit Date Feb 21, 2023
Publicly Available Date Feb 22, 2023
Journal Packaging Technology and Science
Print ISSN 0894-3214
Electronic ISSN 1099-1522
Publisher Wiley
Peer Reviewed Peer Reviewed
Keywords Consumer packaged goods, Data‐driven design, Enhanced packaging, Packaging design, Practice perspective, Mechanical Engineering, General Materials Science, General Chemistry
Public URL
Publisher URL
Additional Information Received: 2020-12-21; Accepted: 2022-12-07; Published: 2022-12-26


Interactions of fast‐moving consumer goods in cooking: Insights from a quantitative ethnographic study (2.9 Mb)

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Copyright Statement
This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.

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