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Consumer attitudes survey

Following presentations by three short listed tenders, Beaufort Research has been awarded the contract to carry out the Consumer Attitude Survey.The presentations prompted a debate over whether the survey should follow a quantitative or qualitative route, ie should the work study what's happening, or why it's happening? The selection panel concluded that there was sufficient data on why changes were happening to frame a quantitative survey that would establish the value of market segments.

During the first stage of the project, Beaufort Research will review information supplied by Kantar (TNS) as well as other sources and a number of recent publications.The review will be followed by interviews with selected stakeholders involved in organic food production.The information will be presented in a Stage 1 report which will act as a pointer for the questions to be put to 700 consumers in Wales and a further 700 in England.The results will identify the market segments with most potential and enable organic producers to target promotion accordingly.The findings will provide an effective baseline for a similar survey to be carried out towards the end of the project in two years time.Identifying market segments will also help inform the development of key messages for an integrated public relations strategy.

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