Consumer research

Consumer Research

Qualitative and quantitative consumer attitude research throughout Europe and North America.

  • Demand trends
  • Demand segmentation
  • Valorisation of brands & quality signs
  • In-store layouts, planogrammes, POP
  • Gap analyses
  • Market positioning of new products, packaging, communication …

In the last 15 years, GIRA has “followed” the European consumer through a period of major change, leading to the development of major new methods of analysis that have shown their value from Sweden to Italy.

We have recently witnessed REAL consumer change…

The fundamental Mythologies behind consumer choice

Period
Keyword
Revolution
Food industry
Key location
Distri-bution
Pleasure
Sell
Judging quality
The Brand
Communi- cation
pre-70
ENGINEERING
“Green”
creation of agri-business
Produce quantity
The plant
The local store
Hoped for
The product (materiality)
After the event (after pleasure)
Generic / a code
Hearsay / radio
’70-2000
MARKETING
Self Service
creation of the supermarket
Production chain logic
The store
Super-hyper-market
Immedi-ate
Signs (of social valorisation
Social immitation
A distinctive sign / logo
Publicity / TV
2000+
USING
Interactive personal, direct contact / human / internet…
Consumer logic
The place of use / consumption
Specia-lised convi-nience
e-tail
Varied
Utilisation USPs
Adaptation to needs
Interactive How to use
Point of purchase / packing

As part of our studies throughout Europe, we use all three main consumer interview techniques :

  • Qualitative : individual non-directive, in-depth consumer interviews of 1 to 1.5 hours, fully transcribed
  • Quantitative : high volume surveys with questionnaires of up to 20 minutes
  • Focus groups : 2 to 4 hour groups of 8 to 10 consumers.

GIRA has developed two major new approaches to measuring and forecasting new consumer response :

  • The Situation Function analysis: segmenting and measuring demand in terms of meal situations and the functions of those meals in the consumer’s life
  • The Mythological analysis: measuring the trends underlying consumer behaviour and change. Why do they behave like this? How will this behaviour develop?

Some recent individual consumer studies :

  • Developing a totally new structure for the food & drink section of a hypermarket
  • Creation of a supermarket deli department
  • Creation of restaurant and store concepts
  • Developing a complete marketing mix for a multi-functional product
  • Developing a retailer loyalty programme
  • Defining a quality charter
  • Product range creation as a function of the competing retail offer
  • A full marketing programme for an importer (brand, trade marketing…)
  • Complete repositioning of a product range
  • Exploiting in-store interactive kiosques
  • The price/quality image of a hypermarket fascia
  • Consumer acceptance of a product quality certification…

As well as large number of consumer-based multiclient studies:

Dairy packaging; snacks, sandwiches; salmon products; prepacked fresh meat; processed organic; retail brands; quality…

Get in touch  1466773750_social-linkedin-circle          For all enquiries :contact@girafood.com or use or contact form

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