Dig In Research
Dig In runs a student survey programme with over a million survey responses since 2016. We publish what we find, with the method, the sample size and the date on every number, so you can check it and cite it.
Published.
Our survey data in charts: what students buy after trying, how they have changed since 2017, and what they think of everything else.
How we prove delivery and score every result.
More than 40 guides on Freshers marketing, product sampling, Gen Z behaviour and campus strategy.
Opinion from our founder on attention, algorithms, regulation and the moment students start buying for themselves.
Nineteen case studies, each with its measure, sample size and year.
Sector reports, 2026.
Crisps Insight Report 2026
86.6%
of students eat crisps at least once a week (Dig In student survey, 2026, n=1,564)
Condiments Insight Report 2026
64.8%
of surveyed students use sweet chilli sauce at least weekly (Dig In student survey, 2026, n=781)
Chocolate Insight Report 2026
87.2%
of students eat chocolate at least once a week (Dig In student survey, 2026, n=3,450)
Soft Drinks Insight Report 2026
70%
of students have soft drinks a few times a week or more (Dig In student research, 2026, 4,012 respondents across two studies)
Coming next.
The State of Gen Z 2026
Our annual report on UK students.
17 November 2026
Student Futures Index 2026
Students, money and the skills they want, with We Are Futures.
Coming soon
The welcome experience
What students say about their first week, from 48,991 responses in 2024.
Coming soon
From the archive.
Student mental health, 2017 to 2020
With The Insight Network, we ran one of the largest surveys of UK student mental health: more than 80,000 responses over four years. In the 2019 survey of 21,027 students, 42% had faced a problem serious enough to need professional help, and 27% had a diagnosis.
Read the 2020 coverage
Case studies since 2017
Milkround, Yorkshire Tea, Starbucks and Pot Noodle sit alongside this year’s results, each with its sample size and year.
See all results
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