Clean Label: An in-depth understanding of consumer perceptions of “clean label” products
This recently-completed project examined consumer perceptions, behaviors and attitudes of clean label products.
About
Clean label refers to food and beverage products containing natural, familiar, simple ingredients that are easy to recognize, understand, and pronounce. No artificial ingredients or synthetic chemicals are listed. Americans have been trending toward clean eating for a while, and this behavior has moved into other categories like personal care and home goods.
Objectives
- Discover critical Insights into consumers’ conscious and subconscious emotions utilizing Martec’s proprietary Emotion Intelligence© tool
- Reveal a deep understanding of consumers’ attitudes, needs, and motivations specific to clean label products
- Provide an in-depth segmentation analysis, comparing unique personas within the general population
Why?
This original project provides an overview of consumer perceptions of the term “clean label” while analyzing this impact on purchase behavior.
Through a multi-point methodology that is comprised of a quantitative survey, qualitative interviews, and emotion mining, this actionable project will profiles unique personas in order to help you better understand and target your consumer audience.
Methodology: Qualitative/Quantitative
Qualitative Research Target
Gender: 50% Male, 50% Female
Ethnicity: Approximates national population distribution
Ages: 18 to 73
Quantitative Design
Number of Interviews: 1000
How Sample will be Segmented:
Standard statistical significance testing on scaled questions:
-- 2-step cluster analysis to identify segments and develop personas
-- Emotion Intelligence analysis (proprietary tool) to map and quantify emotions associated with clean label/ingredient labels
Quantitative Research Target
Gender: 35% Male, 65% Female
Ethnicity: Approximates national population distribution
Ages: 18 to 73
Geography: US Only; Approximates national population distribution
Deliverables
Reporting: Formal Report
Presentation: None
Additional Deliverables:
1-hour telecon presentation with Martec’s project team included.
Pricing and Deliverable Options
$5,000: Report only
$7,000: Report + a presentation/Q&A with the project team
$9,000: Report + a presentation/Q&A with the project team + custom follow-up
Timing: Available Immediately
Supplier
Company: The Martec Group
Previous Projects: 1
Rating: Supplier has not been rated
Supplier's Qualifications:
The Martec Group is a global market research firm headquartered in Detroit, Michigan. With over 35 years of experience, Martec is well-equipped to provide actionable intelligence to leading companies worldwide.
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