A startup is targetting parents with its plant-based deli/cold cuts range. For this reason, the company would like to delve deeper into parents’ everyday realities. The focus group should be exploratory in style, allowing participants to talk through their routines with their children, what is most important to them when purchasing food (any kind) for their children (price, availability in supermarkets nearby, healthfulness, convenience, kids loving the taste, allergen-free labels etc.), what their kids’ packed lunches typically consist of, the pain points they currently encounter when preparing meals for their children etc (in terms of the actual preparation and also in terms of acceptance, i.e. do the kids want same meals as their peers? Are they change-averse? What increases acceptance (dinosaur ham)...)? This focus group should provide rich insights around why people feel they way they do & do what they do & lead us to understanding how we can improve their realities through the products to be created by this startup. The focus group’s exploratory style should ensure minimal priming so as to increase the likelihood of feedback being authentic. Sample: 6-8 parents of schoolchildren who make packed lunches everyday in Germany (not people on a plant-based diet).