Food and Drink 市场研究
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.
- Analysis of International Markets for Global Brands
- Brand tracking and research.
"(《世界人权宣言》) 益处 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 服务
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.
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步骤 2
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步骤 3
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Book Food & Drink Market Research
为什么 选择 品牌语言？
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.
每个 我们更广泛的团队成员 possesses a unique skill set, ensuring that our clients benefit from a holistic and comprehensive approach to food and drink market research.
Brandspeak 很荣幸能成为以下活动的一部分 定性研究协会 (AQR) 和 市场研究学会（MRS）.成为 AQR 会员表明了我们对英国及英国以外地区研究质量的承诺。它彰显了我们在塑造行业的有影响力团体中的作用。加入 MRS 这一研究专业人士的领先机构，体现了我们在工作中坚持最高标准的承诺。我们致力于以这些备受尊敬的组织的原则为指导，提供一流的见解和研究。
品牌 我们的合作伙伴
客户 客户感言
食品和饮料市场研究 服务 在伦敦
- 伦敦 W8 6SN 肯辛顿高街 239 号 1 楼
- 44 (0) 203 858 0052
- enquiries@brandspeak.co.uk
教育 资源 案例研究
常见问题 问题
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 是一家领先的研究咨询公司，由一群有着共同愿望的同事于 2004 年成立，致力于提供改变游戏规则的研究和战略思考。
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