Food and Drink Market Research
Brandspeak provides an end-to-end range of food and drink research services to support organisations in the development, testing, launch and in-market management of food and drink products in both B2C and B2B marketplaces.
- Maximise the Chance of New Product Success
- Revitalise an Existing Brand
- Successfully Enter a New Category
What Is Food and Drink Market Research?
Food and drink market research refers to the different forms of qualitative, quantitative approach and desk research that are undertaken to support the development and management of (new) food and beverage products. It includes:
- Evaluating market trends.
- Mapping the competitor landscape.
- Identifying consumer preferences and behaviours.
- Concept development and evaluation.
- Product testing.
- Packaging testing.
- Brand tracking and research.
The Benefits of Food and Drink Market Research
Maximise the Chance of New Product Success
The consensus is that 80-90% of new food and beverage products fail.
Our view is that much of this failure can be avoided if the right research is undertaken at the right time. For example:
- Desk work to understand and map the category and identify gaps.
- In-home, on-the-move and in-store ethnography to understand existing consumer needs and behaviours.
- Concept testing to evaluate the strength and appeal of new propositions.
- Taste testing to fine-tune organoleptic appeal and brand tracking to monitor performance post-launch.
Revitalise an Existing Brand
The continual emergence of challenger brands is often the sign of a healthy marketplace, bringing new ideas, products, tastes – and consumers.
However, this trend can also make existing brands seem tired and less relevant by comparison.
Using Brandspeak’s research expertise you can revitalise your brand through:
- Proposition and positioning re-alignment.
- Recipe enhancement.
- Line extension.
- New message and communications development.
- New packaging development.
Successfully Enter a New Category
You already have a successful brand and product range, and now you want to use your brand’s success and momentum to enter a new category, with a new product.
There are many questions to address, such as:
- What should our new proposition be – and why?
- Will our existing brand equity stretch?
- Will our loyal customers follow us?
- Which new customers should we target as a priority?
- And with which marketing messages?
Some Of Brandspeak's Food and Drink Market Research Services
Hall Tests
Using hall tests, we conduct sensory evaluation of food and beverage products, in a controlled environment - a testing facility or ‘hall’.
During a hall test, participants representing your target audience may be invited to sample several different food or drink products, before feeding back on criteria such as taste, aroma, texture, appearance, and overall liking.
Hall tests are important for validating new concepts, uncovering potential quality improvements, and comparing competitors’ offerings.
In-Home Product Placement Research
To enable you to gain a detailed, contextualised understanding of your product’s performance in the home, we undertake product placement and evaluation.
Before placement, we’ll explore the consumers’ product category attitudes, needs and expectations.
Then, during placement, we’ll undertake quantitative surveys, qualitative communities or interviews, combined with video uploads from the consumer, to determine:
- Why, how, when, where and by whom the product is being used.
- The extent to which it meets requirements on each occasion.
Ethnographic Food and Drink Research
Ethnography is a form of observational research, whereby a mobile phone or video camera is used by the researcher or research subject, to capture category or brand consumption behaviour - in context and in real-time.
It can be undertaken wherever food or drink brands are being considered, purchased or consumed. For example, at home, in a retail outlet, in a bar or even on a flight.
The purpose of ethnographic research is to identify exactly how consumers behave in ‘category moments’, as well as their pain points, unmet needs and opportunities for product improvements or innovation.
Brandspeak's Food and Drink Market Research Methods
Brandspeak uses desk research, qualitative exploratory focus groups and interviews, packaging market research, ethnography and, quantitative surveys to conduct food and drink market research.
Why Choose BrandSpeak?
Our team is a brilliant blend of highly experienced and passionate individuals who share a love for market research. The team is led by our MD Jeremy Braune, who is also Head of Qualitative Research, and a brand strategist with over 20 years’ experience. Jeremy has worked in over 40 international markets for food and drink clients including Müller Dairy, Fage, Guinness, Martell, Bells, Dairy UK and Cadbury’s.
Mark Bagnall is our Head of Quantitative Research and a senior figure in the market research industry, with over 20 years’ experience. Mark has helped brands such as Dairy UK, nestle, Britvic, Kikkoman, Smirnoff, Tanqueray, Kaegi and Asda to meet their food and drink research and brand needs.
Each of our wider team members possesses a unique skill set, ensuring that our clients benefit from a holistic and comprehensive approach to food and drink market research.
Brandspeak is honoured to be part of The Association for Qualitative Research (AQR) and The Market Research Society (MRS). Being a member of AQR demonstrates our commitment to quality in research across the UK and beyond. It highlights our role in an influential group that shapes our industry. Joining MRS, a leading body for research professionals, reflects our promise to uphold the highest standards in our work. We are committed to providing top-notch insights and research, guided by the principles of these respected organisations.
Brands We've Worked With
Customer Testimonials
How To Get Started
Step 1
Press the button below and submit the enquiry form
Step 2
Our team will contact you within 24 hours
Step 3
Discovery call to learn about your needs and goals
Food And Drink Market Research Services In London
- 1st Floor, 239 Kensington High Street, London W8 6SN
- 44 (0) 203 858 0052
- enquiries@brandspeak.co.uk
Educational Resources And Case Studies
Frequently Asked Questions
Market research in the food industry involves a combination of methods, including surveys, focus groups, in-home testing, ethnographic research, and data analysis.
Research is crucial in the food and beverage industry because it helps businesses stay relevant in what is a rapidly changing market. By understanding consumer preferences, emerging trends and competitive dynamics, companies can make informed decisions about product development, quality control and marketing strategies.
There are many options including online surveys to establish brand preferences and consumption behaviour, focus groups and co-creation workshops to develop and evaluate new food and drink concepts, hall tests to determine taste preference tests and ethnography to review shopper behaviour.
Brandspeak is a leading research consultancy formed in 2004 by a group of colleagues with a shared desire to deliver game-changing research and strategic thinking.
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