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Research Call

DAFM Reference


DAFM Award

DAFM National Call 2013 13F527 Teagasc (UCC) €188,046

Project Title:

Data mining of existing consumer behaviour and attitudes databases to inform consumer led NPD

Project Coordinator:

Dr Sinéad McCarthy

Project Abstract

Food choices are the most frequent human behaviour, are complex and determined by many interacting factors shaped by our environment. While choices are shaped by history and context, ongoing experiences offer a significant backdrop to understanding current choice motives and support the prediction of future preferences. Therefore extensive and up to date consumer insights and market knowledge to respond quickly to ever changing consumer patterns, trends and food preferences are essential to increase likelihood of market success. Hence, the aim of this research is to exploit existing consumer databases to profile new consumer segments and drivers of consumer trends such as health and sustainability, which will provide deeper insights into NPD marketing opportunities in both domestic and UK export markets. Analysis of NANS data will be two directional to maximise profile information (including demographic characteristics) for both motivational and behavioural based consumer segments. These analyses will generate NPD marketing profiles and insights for the domestic market. Analysis of PERIscope data will provide the food industry with deeper insights into consumer trends and identify opportunities for NPD for the UK export market target. To ensure uptake by food companies a wide-reaching and practical dissemination programme will be conducted through various national workshops and reports.

Final Report: