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Follow on Google News | Responsible Research Launched To Help Brands Marry Responsible Consumer Sentiment With ActionResponsible Research is a new market and consumer research company dedicated to helping businesses striving to face up to the challenge of building trusted, ethical brands which maximise responsible consumer action as well as sentiment.
By: Claire Rutherford, Responsible Research Responsible Research’s first major piece of work is a self-funded investigation into UK consumer food purchases. The “Reality Bites” study, findings from which are to be presented at ESOMAR’s World Research Congress in Geneva in September, is the first to measure both the responsible attitudes and actual behaviour of individual shoppers along with a range of responsible triggers. “The research underlines the continuing gap between what people say and what they do and explores the reasons,” said Claire Rutherford, who heads up Responsible Research (www.ResponsibleResearch.co.uk) “As the study was conducted during the deepest point so far of the current recession, it also puts sharp focus on the level of consumer conflict between buying responsibly and buying to maximise value.” Responsible Research expects to release top-line results from the quant stage of Reality Bites in late August 2009. The agency has already started a qualitative stage to uncover deeper insights into the tipping points that can drive greater responsible consumerism. The research, based on a UK sample of 1,000, covers all major grocery retailers and focuses on three major food categories – Fresh Meat, Fruit and Veg and Chilled Ready Meals. “Our work so far has highlighted how, in the struggle to provide a range of messages to consumers, the market has actually delivered confusion and over-complication,” “We’re focused on understanding the biggest barriers to action by consumers who say they want to buy more responsibly but in reality either are not able to or simply don’t do so currently.” Background: Responsible Research (www.ResponsibleResearch.co.uk) Launched in 2003, The Buzzz now employs five full time staff and a number of Network Partners. Client projects include research studies for Nokia, Nestlé, Greencore Foods, Puratos, Unilever and NHS. The Buzzz also works internationally in Brazil, China, Denmark, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Russia, Singapore, Thailand and USA. For more background on The Buzzz, visit www.buzzzland.co.uk # # # About Responsible Research ( www.responsibleresearch.co.uk ) : At heart we are a consumer research consultancy that wants to bring Responsible Consumerism into mainstream thinking. When asked, most consumers say they are concerned about green issues or sustainability and will purchase such products where they can. But actual behaviour is different. People do not shop in the way they say they will. Responsible Research moves beyond the efforts of special interest groups by helping identify the triggers and barriers to responsible purchasing by the majority of consumers. For us, a focus on actual behaviour - and afterwards insight into the motivations driving it - is a more accurate predictive tool than measuring underlying attitudes. We also believe the depth of our knowledge of consumer behaviour places Responsible Research in a position to advise and work with businesses to enable more effective action to be taken. End
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