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Identifying activist consumers of food (March 2016)

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.
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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