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Marketing Research Articles Related to the Foods and Nutrition Industry

Marketing Research Articles Related to the Foods and Nutrition Industry

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A different kind of mayo clinic

Published
March 2001
Author
Dick Scott
Abstract
C.F. Sauer Company asked four groups of 45 mayonnaise users to give up the substance for a week in an attempt to uncover its allure and help reposition the Duke mayonnaise brand.

A fresh approach

Published
March 1991
Author
Pamela F. Nagel
Abstract
Grant/Jacoby developed new advertising for Stokely USA based on research using focus groups and storyboard tests. To test the impact of the new campaign, researchers used customers’ claimed past three-month purchases and attitudinal shifts.

* A look at the gluten-free movement and how food companies have responded to it

Published
October 2012
Author
Eileen Acello
Abstract
More than just a fad, the author argues, living gluten-free is a necessity for celiac disease sufferers. As a result, these consumers offer the food makers who meet their needs the chance to earn a lifetime of trust and loyalty.

A look at the power of the design, the formula and the brand in taste testing

Published
August 2008
Author
Neil Kalt
Abstract
Using cola taste tests as a framework, the author explores the role and power of brand names and the design of the research process on consumer reactions and perceptions.

A natural extension

Published
May 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
NewStar used brainstorming and game-playing, followed by consumer testing, packaging testing and focus groups, to expand its product line in the spinach market.

A true return on investment

Published
March 2003
Author
Barry Shepard
Abstract
StarKist Seafood followed a rigorous, empirically-based advertising process to develop its “Tuna in a Pouch” advertising, aiming to drive sales and contribute to the success of the product as an established entity.

Advertising: today's sale or brand-building for tomorrow?

Published
May 2000
Author
Margaret H. Blair
Abstract
This article reviews the empirical evidence that demonstrates that there is no such thing as brand building for tomorrow without brand building and sales today. The article examines definitions, branding today and tomorrow, a branding model and case studies.

American masala

Published
April 2003
Authors
Sattiraju Chandrashekhar, Manish Gupta, Ashish Joshi and Hy Mariampolski
Abstract
This article discusses Asian-Indian immigrants, particularly the effect of acculturation on their food preparation and consumption.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

* An online community keeps beverage firm Cafédirect close to its customers

Published
January 2013
Author
Richard Young
Abstract
Cafédirect’s online community serves as a tangible expression of the coffee and tea maker’s core values and has also demonstrated a healthy ROI.

* But how do you really feel? An approach to measuring consumer emotions

Published
October 2011
Authors
Ed Chao and Julie Wittes Schlack
Abstract
The authors explain a new methodology for eliciting and applying emotional responses to stimuli to optimize new products and messaging.

By the Numbers: Sample quality: selecting one from many

Published
January 2009
Author
Stephen J. Hellebusch
Abstract
Using a real-life example of a line extension, the author shows the impact that sample quality can have on testing the viability of a new product concept. In this case, factors related to low incidence made the research results tell an incomplete story.

Compare and contrast

Published
June 2007
Authors
Thania Farrar, Neil Schwartz, Natalie Mayor and Dave Anthony
Abstract
A consortium including researcher TNS and a handful of client companies undertook a research-on-research program to compare and contrast results from online and offline studies with multicultural respondents. Included are guidelines for marketers who may be considering conducting research among ethnic groups.

* Conducting ethnographic research with Hispanic consumers

Published
February 2012
Authors
Pablo Flores and Jennifer Karsh
Abstract
Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

* Confusion abounds when selecting antioxidant-rich foods

Published
December 2010
Author
Quirk's Staff
Abstract
A Los Angeles juice company surveyed American adults to gauge knowledge of antioxidants in fruits and uncovered misconceptions and misinformation.

* Creative ethnography helps small nutrition-bar start-up find its path

Published
February 2013
Authors
Jacob Jasperson and Remington Tonar
Abstract
Nutrition-bar maker 1-For-1 Foods used ethnography and other research methods to understand how its buy-one-give-one model could fit into consumers’ lifestyles.

Dairy calcium ads change attitudes

Published
April 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Representatives of the dairy industry knew that the calcium in milk helps build strong bones and ward off osteoporosis, they just needed to let medical professionals know the benefits of the popular drink. So the dairy industry released a series of ads targeting medical professionals. Market research, including pre-testing by telephone and post-testing by mail, proved these ads effective in spreading the good word about milk.

Data Use: Getting the most from your paired preference testing

Published
January 1989
Author
Mark J. Moody
Abstract
Blinded product—paired—preference testing is a common marketing research technique. Using an example, this article addresses how to best conduct paired product preference testing to avoid ambiguous results, which includes repeating the pair testing with respondents and conducting a binomial test statistically.

Data Use: Laying new TURF with NCURA

Published
January 2006
Author
Michael DeHart
Abstract
While non-cannibalized unduplicated reach analysis (NCURA) provides output similar to total unduplicated reach and frequency (TURF), it seeks to incorporate a more real-world scenario and provides more in-depth results than traditional TURF models. The author uses the example of a fictional cookie maker to show how NCURA can help create an optimal product market mix.

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