How an attitude study shaped a multi-channel strategy
The challenge
QMS wanted a predictive, scale view of COVID 19’s impact on the UK’s attitudes to Scotch beef and lamb: how and where people shopped, what they chose, and the evolving attitudes to meat in the context of premium, sustainability, and health.
The study needed scale and depth for QMS to shape an onward multi-channel strategy promoting Scotch beef and lamb: one that could be ready to target and communicate a resonant future message and protect the Scotch premium.
Our approach
We recruited a five region UK sample of 500 participants across three life stages into a 30 minute study, this covered attitudes to lamb and beef purchasing, and exploring shifts in pre, mid and anticipated post Lockdown behaviours. Via our virtual moderation custom probing and diverse open questioning, we gained a vivid picture of generational attitudinal shifts and the impact and connection to health, sustainability, provenance and buying local.
“You’ve ensured our strategic direction is correct and given rich insight to hang our hat on.”
The Deepr difference
The research delivered:
Qualitative depth with full individual disclosure and rich contextual verbatims
Substantial insight across regions and life stages
Projective scale view of prevailing and predictive shifts in consumer behaviour