New approach to understanding consumer attitudes
A recently completed member–funded research project
on consumer attitudes and behaviours towards
sustainable foods has enabled the development of a new
concept/product/packaging assessment tool: online
projective mapping.
This is a novel approach using a mix of tests based around
projective mapping which can be related to consumers'
attitudes and behaviours. It is a relatively easy-to-perform,
rapid and cost–effective approach to:
- Capture detailed responses from a relatively large number of consumers;
- Simultaneously capture consumers' perceptions of a (very) large number of test items (e.g. labels and images, but possibly also sounds);
- Tap into individual and spontaneous associations between multiple test items - something that other more traditional approaches (e.g. rating products or statements) cannot offer;
- Summarise rich and complex test outcomes in a very visual way, which for example show the interrelationships between test items.
Contact: Marleen Chambault
+44(0)1386 842256
marleen.chambault@campdenbri.co.uk