Marketing Advisory Services was commissioned by Vernons Ltd. to conduct a qualitative research study which involved the organisation and facilitation of focus group sessions, support with the interpretation of results, and the delivery and reporting of the main findings.
The objectives of this research exercise were to identify some key consumer habits with respect to frequency and modes of consumption; to gather information about key factors that drive consumer choice; to identify patterns of consumption and attitudes with respect to different modes of preparation; to note immediate reactions and attitudes with respect to packaging, sizes, and pricing; and to provide some insight with respect to what for participants of different ages would be the most attractive format of the product.
“Marketing without market research is like driving with your eyes closed”
The focus group sessions were carried out to inform the client about, the current trends and patterns in the consumption of food products in Malta, branding, and type preferences, the attitudes with respect to fresh and pre-packaged foods and immediate impressions about key characteristics of the new Vernons product.
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