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Consumer Insights

Consumer insights at the product or category level can assist senior management in making more informed business decisions in the areas of market planning, strategic marketing and new food product development. It can help firms connect their brands with their target markets through an in-depth understanding of consumer trends, attitudes, perceptions, beliefs and values.

Consumer-led New Product Development (NPD)

Consumer insights at the product level make firms better able to adapt to changes in consumers’ needs, reduces uncertainty in NPD, and can lead to higher levels of product quality and consumer satisfaction. The main areas of interest covered under this sub-theme include:

  • Consumer-driven development of new food products
  • Consumer acceptance of future-oriented novel foods such as GM foods and functional foods

For more information on current and recent projects within this research area, please click here (PDF)

Food for Health

Research on food consumption and health is needed ensure that food safety and nutrition policies at national and EU level are strongly evidence-based, and underpins innovation and competitiveness of Irish firms in the emerging health and wellness market. The main areas of interest covered under this sub-theme include:

  • Determinants of food choice and healthy eating
  • Food consumption trends and consumer insights
  • Strategic marketing of health and wellness foods

For more information on current and recent projects within this research area, please click here (PDF)

Food Quality & Acceptability

Understanding how consumers perceive products from a marketing/sensory perspective, and how these perceptions influence consumers’ food choices, is essential for firms seeking to develop and market products that offer superior value, and meet with consumer acceptance. The main areas of interest covered under this sub-theme include:

  • Sensory preferences and consumer choice
  • The influence of new production methods on food quality and consumer acceptability

For more information on current and recent projects within this research area, please click here (PDF)

Insights & Behavioural Research

Consumer insights and behavioural research at the category level can assist firms anticipate and adapt more readily to changing and emerging consumer food trends, and consequently, develop and market new and existing products more effectively. The main areas of interest covered under this sub-theme include:

  • Consumer behaviour and food choice
  • Econometric modelling for insights into emerging food trends
  • Consumer-led market segmentation and strategic marketing
  • Consumer attitudes and perceptions towards novel foods and emerging food technologies

For more information on current and recent projects within this research area, please click here (PDF)

Risk Perceptions & Communication

An in-depth understanding of consumers’ benefit/risk perceptions is essential to mitigate consumers’ food safety concerns and to reduce the barriers to successful food risk communication strategies. The main areas of interest covered under this sub-theme include:

  • Food safety concerns and consumer behaviour
  • Food risk communication
  • Benefit/risk perceptions towards novel foods, processes and technologies

For more information on current and recent projects within this research area, please click here (PDF)