Understanding fresh food brand perceptions
Photo by camila igisk on UnsplashThe challenge
SPAR c-stores in Northern Ireland (NI) wished to dig deeper into understanding the brand’s perceptions around fresh food and how this could be optimally positioned to drive more footfall, add differentiation and better support more price premium. They wanted to understand current offer strengths in a competitive context to leverage greater differentiation.
Our approach
“The study worked really well. It gave us just what we would have expected from focus groups.”
We recruited a sample of 40 NI c-store repertoire shoppers to explore both SPAR’s strengths in fresh produce, and to explore in qualitative depth the drivers of freshness, to inform fresh range offer development.
Our study showed ‘fresh’ drivers in ‘buying local’ benefit in expanding fresh meat/fish choice and also dual environmental and quality/VFM benefits of offering more fresh, loose produce. These all offered a credible SPAR brand fit and offered potential ROI, and in turn, informed SPAR’s onward fresh brand and category development plan.
The Deepr difference
Deeper insight coupled with a broader scale comparative view of best brand fit. Delivered qualitative depth of insight within 7 days.