OMNIBUS SERVICE serving the food, beverage and nutrition industries
This new quarterly omnibus service, launched in March 2014, provides affordable, fast answers to your marketing questions, plus the ability to analyze survey responses within the broader context of consumers’ food and beverage behaviors and mind-set.
Interviewing is conducted online among nationally representative samples of 1,000 adult men and women each quarter with interviewing in November, January, April and July. Clients may add proprietary questions on one or more quarterly waves of interviewing, making the omnibus an ideal vehicle for:
▸ tracking quarterly trends important to your business
▸ testing new product concepts or advertising messages
▸ developing detailed profiles of brand/product users that go beyond basic demographics to capture attitudes, dietary approach, lifestyle, etc.
▸ quick answers to satisfy immediate market research needs
Key features of our value-added omnibus service include:
■ LARGE SAMPLE SIZES – 1,000 interviews per quarter, yielding 4,000 interviews by year end.
■ UNSURPASSED ANALYTICS – take advantage of the 100+ variables available to move analysis of your proprietary data beyond standard demographics
■ QUICK TURNAROUND – providing survey results within 3 weeks after interviewing completes.
■ PROFESSIONAL ADVICE – assistance with question development and wording is available upon request.
■ DIETARY-DECISION MARKET SEGMENTATION monitors 5 consumer groups ranging from Pure Green’s, who willingly find time to prepare tasty, healthful meals with fresh ingredients to the Convenience Driven, who opt for packaged convenience foods and typically don’t bother to include vegetables, unless they are french fries. Clients may purchase this segmentation separately and use it to examine proprietary survey findings among the 5 segments.
Schedule:
Interviewing: November ’14 / January ’15 / April ’15 / July ’15 (questions must be submitted three weeks prior to interviewing)
Survey Results: Available one month after interviewing.
Sample Size: 1,000 per quarter
Pricing Per Question:
Pre-coded question $900 per quarter; $2,200 for all 4 quarters
Open-end question $1,500 per quarter; $3,500 for all 4 quarters
▪ Price includes delivery of Excel file cross-tabulating each question by:
– 1 standard demographic banner, plus
– 1 banner (containing up to 19 banner points) defined by client using any of the 100+ analysis variables listed below.
▪ Discounts may apply for purchase of multiple questions and/or questions asked of smaller sub-samples. Contact www.Karen.Bundy@multisponsor.com for more pricing details.
Dietary Decision Market Segmentation Report …….$950.
Multi-sponsor Surveys identified 5 consumer segments, who each take a distinct approach to eating and meal preparation. They range from the Pure Green’s who make time to prepare healthful meals to the Convenience Driven, who opt for packaged convenience foods rather than learning how to cook.
Clients may analyze results of their proprietary questions by these segments to gain insight into the mind-set of their customers or target audiences. Use of the Dietary Decision Market Segmentation requires purchase of the $950 report profiling each of the segments.
Pure Greens – – eco-friendly proponents of fresh, organic and ‘gourmet’ foods.
Jugglers – – juggle busy lifestyles against nutritional and budgetary priorities as they plan meals
Busy Budgeters – – challenged by busy lifestyles on a budget. Many have been forced back home for meals they used to enjoy eating out.
Health Conscious Scratch Cooks – – the oldest segment and often face health issues motivating healthier eating habits.
Convenience Driven – – skew male, are uncomfortable in the kitchen and heaviest users of convenience foods.
ANALYSIS VARIABLES
1. Meal Occasion Patterns
▸ Daily eating pattern – – 3 meals a day, 2 meals, etc.
▸ Frequency of eating breakfast, lunch and dinner each week
▸ Meal considered to be: main meal of the day, most healthy meal, most rushed meal, favorite meal
▸ Frequency entire family eats dinner together
2. Meal Preparation Responsibility
▸ Level of involvement in meal preparation
▸ Number of people in household for whom meals are prepared
▸ Types of dinner prepared at home – – made from scratch, from packaged foods requiring preparation, head-and-serve foods, take-out food, etc.
▸ Kitchen appliances used regularly – – slow cooker, blender, juicer, vacuum sealer appliance, etc.
3. Dining Out / Take Out Meals
▸ Frequency of eating dinner out in restaurant
▸ Frequency of purchasing restaurant take-out for dinner
▸ Frequency of purchasing supermarket take-out for dinner
▸ Level of effort made to limit spending on:
• dining out
• take-out meals
• food / groceries
4. Food Shopping & Digital Tools
▸ Types of outlets where food/beverages purchased regularly
▸ Frequency of using digital media / Smart Phone when shopping for food/beverages:
• to view store circulars
• to compare prices between stores
• to get coupons
• to order groceries online
• to order take-out food online
5. Social Media Engagement
▸ Types of social network websites used in past year
▸ Passive vs. active participation level
▸ Ownership of digital technology – – laptop, tablet, SmartPhone, etc.
6. Dietary Priorities
▸ Level of effort to follow dietary recommendations such as: consume whole grains, consume fiber, consume protein, limit salt, limit sugar, limit saturated fat, avoid added sugar, avoid food additives
▸ Efforts to consume foods and beverages that are: organically grown, have a low glycemic index, made from natural ingredients, gluten-free, fresh or minimally processed, no GMO’s
▸ Top attributes considered most important when trying to choose healthy foods and beverages
7. Obesity & Weight Management
▸ BMI (calculated from self-reported height and weight)
▸ Incidence of currently dieting or watching calories for weight control
▸ Type of weight control diet followed: low-fat diet, low-sugar diet, high protein/low carb diet, high fiber diet, count calories, keep track of food units, normal diet/smaller portions, Mediterranean diet
▸ Vegetarian or Flexitarian diets
8. Health & Wellness
▸ Satisfaction with various components of wellness, such as weight, physical fitness, energy level, appearance, health, etc.
▸ Importance attached to each of the following as contributing to overall health and well-being:
• maintaining a healthy weight
• regular exercise
• healthy diet
▸ Length of time spent exercising yesterday
▸ Prevalence of health problems (46 diseases/health conditions)
▸ Physical difficulties/impairments that interfere with daily living
9. Changing Attitudes & Market Segmentation
▸ Respondents level of agreement/disagreement with a battery of attitude statements will be used to develop the Market Segmentation. A sampling of the 20+ attitudinal measures are shown below:
Quick, easy to prepare foods work best for me and my family.
I am willing to pay more for organic foods.
I eat nutritious meals so I can afford to splurge on snacks
I make a strong effort to consume fresh foods instead of processed foods whenever possible.
I’m confident the foods I eat satisfy all my nutritional requirements
I rarely plan meals ahead of time.
I monitor what I eat so I won’t put on weight.
I seek out eco-friendly products even if they cost a little more.
I avoid foods/beverages containing chemical additives and artificial ingredients.
I have a very busy lifestyle.
I enjoy cooking very much
I lead a much healthier lifestyle than most other people my age.
Rising food prices are forcing me to economize at the grocery store.
10. Semantic Differential
▸ To gain insights into consumer personality and behavioral traits, respondents were asked to plot themselves on paired traits such as:
Social → Loner
Organized → Disorganized
Scheduled planner → Spontaneous
Outdoorsy → Indoorsy
Trusting → Skeptical
Pessimistic → Optimistic
Money is no → object Cost Conscious
Monitor health closely → Less concerned with health issues
Physically active → Sedentary
Dependent → Self-reliant
Stressed → Relaxed
Conventional → Experimenter/on cutting edge
11. Demographics
Age, Race/ethnicity, Employment status, Gender, Marital status, Region, Education, Presence of children, Frequency work from home, Annual income, Ages of children, Shift-work
As a syndicated research offering, all findings are solely for the confidential use of subscribers in making internal marketing and management decisions.