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Qualitative research to explore consumer attitudes to food sold online

Annex B: Stimulus material

PowerPoint presentation slides showing the stimulus material.

Stimulus 1

Presentation slides with details explained in the text below this image.

Buying local, home-made baked goods through the food sharing app Olio

  • Kai hears about and downloads the food sharing app, Olio. 
  • they see that someone in their local area is selling home-made red velvet cupcakes and the seller has included several photos of what these will look like
  • Kai messages the seller through the app to arrange a time for collection. They pay with cash when they collect the cupcakes.

Stimulus 2

Presentation slides with details explained in the text below this image.

Using Facebook Marketplace to order pre-cooked, pre-made meals for the week

  • Aidan works long hours and he struggles to find time to cook when he gets home in the evenings.
  • he sees an account on Facebook Marketplace advertising cooked rice and chicken for £7, with an image of the food
  • Aidan messages the seller via Facebook messenger to arrange a time for collection. He pays with cash when he collects his food before taking it home to eat. 

Stimulus 3

Presentation slides with details explained in the text below this image.

Buying pre-made sandwiches through ships on Too Good to Go app

  • Samira's local cafe sells filled, pre-made sandwiches and baked goods
  • through Too Good to Go, the cafe sells food that hasn't sold that day and would otherwise go to waste
  • Samira uses the Too Good to Go app to buy these sandwiches at a reduced rate at the end of the day. 

Stimulus 4

Presentation slides with details explained in the text below this image.

Buying pre-packed food in bulk via Amazon

  • Chris likes eating a quick lunch while at work, such as microwaveable rice
  • he sees that he can buy packaged microwaveable rice in bulk on the 'Ben's Original' store via Amazon
  • Chris buys this bulk order through Amazon and arranges for it to be delivered to a convenient Click and Collect location, to take to work.

Stimulus 5

Presentation slides with details explained in the text below this image.

Using food delivery services to order takeaways

  • every Friday, Arthur and his family order dinner through an online delivery service
  • this week they order a 'Meat Feast pizza' from a local restaurant, via Deliveroo
  • the pizza is delivered cooked and ready-to-eat, straight to Arthur's door, within an hour of ordering. 

Stimulus 6

Presentation slides with details explained in the text below this image.

What controls and regulation should be in place, when buying food online?

  1. Ordering food online
  2. Food preparation
  3. Packaging and transportation
  4. Arrives at consumer