This master’s thesis examines possible user research methods for determining design strategy guidelines in the early phases of the sustainable product development cycle. The aim of this strategy is to address the problem of food waste generated by households in the administrative area of Bjelovar city (Croatia). The topics that are being discussed are the importance of design activities in the application of sustainable development principles and the potential for solving multidimensional societal, environmental and economic challenges through researching attitudes, behaviors and mental models of end users. The requirements regarding the preparation and implementation of the appropriate methods are described along with the methodology for the research that was conducted. This includes the selection of target groups, conducting a survey on a sample of 154 household inhabitants in the area of Bjelovar and gathering insights from user interviews conducted with 7 participants from the target group sample. During these activities, quantitative and qualitative data was obtained offering insights into habits of purchasing, storage and food preparation as well as the attitudes concerning the food waste phenomenon. This information was used in identifying the specific measures that could have a positive effect on the food waste generation in the mentioned areas while also raising the quality of life for the participants personally. Aside from discovering particular niches for further exploration, the final conclusion takes into account the competitive analysis of similar products in order to more accurately determine the usefulness of proven research in relation to existing measures for preventing food waste.