Insight project building on a 2015 consumer segmentation to identify different consumer attitudes to food safety, hygiene and preparation. This research focused on improving understanding of attitudes and behaviours towards a wide set of food related topics.
This research was conducted in three stages:
- Desk research and social listening to identify the most engaging key topics and the consumer profiles interacting with them
- Social profiling and primary qualitative research to identify the behaviours and attitudes of consumers who are engaging with food topics, with a view to building a number of consumer typologies (distinct type of activist food consumer)
- Analysis of relevant behavioural change theory to identify a possible logic model (sequence of steps from passive to active) for activist consumers