Business challenge
A major UK supermarket wanted to deepen its understanding of how customers think and feel about animal welfare and “Britishness” (country of origin) when buying meat and prepared meat products, particularly in fresh and specific ranges. Categories covered in this research include: Beef, Lamb, Pork, Chicken, Turkey, Bacon, Sausages, Pre-pack Cooked Meats, Pies, Ready Meals and Party Food.
Our approach
There were 2 parts to this research:
1.Quantitative online survey speaking to 1000 shoppers to understand how animal welfare and country of origin influence the choice of meat and prepared meat products, and how this varies by category and tier. This included both:
a. Max diff exercise to understand the importance when buying meat across different categories.
b. Gabor Granger technique to measure the potential premium that some consumers may be willing to pay for products with additional credentials
2. WhatsApp tasks and mystery shop tasks to deep dive into the ‘why’ and explore customers’ understanding of welfare claims, labels, on-pack messaging and in-store messaging. To also identify where current messaging confuses, reassures or fails to cut through.
Outcome
The client are using the insights to guide future sourcing, tiering and communication to balance value, welfare and quality.
The outputs from the WhatsApp tasks were great at bringing the research to life and putting it in the context of real-life examples.