Case Study: Parker Foods
Parker Foods Limited were looking to introduce a range of pasteurised eggs in a carton in the UK retail market. Prior to launching this new product range Parker Foods wanted to assess consumer reaction to the product and gauge their propensity to purchase.
Warwick Equest Limited were appointed to develop and facilitate the research programme, conducting over 300 street interviews with consumers in the North and South of the country.
The research showed a good level of interest in the pasteurised egg products and the rejection rate (those unwilling to trial the product) was low. The research also highlighted the increased appeal of the product where it offered something more than just convenience, with the low cholesterol, low fat option being of particular interest.
With the results of the research to support their marketing efforts Parker Foods are now in negotiation with the supermarket chains and planning for the launch of this new product.
- Methodology: Street Interviews
- Date: February 2007