How do you figure out why people switch snack brands?

Honestly, a combo works best here — start with a quick exit survey or receipt-based panel (Numerator is great for this) to see WHAT people are switching to, then follow up with 8-10 qualitative interviews to get the WHY. Surveys alone usually just surface 'price' as the reason, but dig deeper and it's often about a bad texture experience or a new product trial that stuck.