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Market Intelligence & Insight

Market Intelligence & Insight

Dunnhumby UK

The Challenge

Dunnhumby UK manage Tesco Clubcard shopper data, which provides unparalleled detail into who buys what and how food shoppers respond to marketing activities (in-store, on-line and on-pack).The unparalleled insights provided into food shopper behaviour makes Clubcard the most expensive market intelligence to purchase.

The capacity of SME food producers to source and utilise Clubcard data is constrained by the lack of financial resource to source it and capacity to exploit the insight. A further constraint is SMEs’ typically ad hoc approach to marketing and new product development (NPD) process required to exploit the data.

Our Solution

This is the rationale for the Food and Drink Business Development Centre (FDBDC) at Ulster University Business School sourcing Clubcard shopper insight to assist N. Ireland SME food producers in making sense of the data in their marketing and NPD. A key partner in the sourcing of Clubcard shopper insight in this regard is Invest NI, with FDBDC working closely with their Consumer Insight Team tasked with supporting N. Ireland SME food producers.

Our Impact

Researchers at the FDBDC are working with Dunnhumby UK and Invest NI to support NI SME food producers, making available Clubcard data to enable then to take informed decisions on which consumers to target and the NPD to meet and exceed their needs. This research provides vital support to NI SME food firms at a time when food consumption is changing due to COVID19, and many are having to replace lost food service business due to the challenges facing the hospitality and tourism sector.

Food Policy

Safefood: Cooking Beef

The Problem

Meat has been identified a common source of foodborne disease and a public health concern. Global advice from the World Health Organisation recommends that consumers cook food thoroughly and “ideally use a thermometer” to ensure food is safe for consumption.

Our Solution

There has been no comprehensive study of usage, ownership, and attitudes towards meat thermometers on the island of Ireland. This project has provided evidence for the rationale to change the advice given by food safety authorities for cooking meat to include meat thermometer use and for implementing a campaign to raise awareness of this new advice. Also, the study provides baseline data to use in the evaluation of an awareness raising campaign.

Our Impact

An awareness raising campaign will be launched by safefood across Ireland in 2021/22 to encourage the use of meat thermometers among consumers when cooking at home.

The Funder

Safefood
Food Innovation

Food Innovation

The UN Sustainable Development Goal 12

The Problem

The UN Sustainable Development Goal 12 highlights the need to reduce food losses within the production and supply chain (United Nations 2021). Food producers are urged to adopt a sustainable nutrition approach to their manufacturing processes.

Our Solution

A qualitative case study research of five plant-based manufacturers in Northern Ireland who seek to utilise their food loss was carried out. The research project sought to create sustainable, healthy snack products suitable for children.

Our Impact

This research provides a practical framework for plant-based food manufacturers for adopting a ‘wholesome’ nutrition approach, thereby accelerating sustainable development of food production systems.

The Funder

Connected NI
Local Food Network

Local Food Network

Online Platforms

The Problem

Despite a growing consumer interest in local food, the availability of local food through online platforms is quite limited (Statista, 2022) and knowledge on how consumers interact with such platforms is still at a relatively early stage. Little is yet known about who uses these platforms and how the platforms influence local food purchase choices. The aim of this research is to provide more insight into electronic local food consumption.

Our Solution

The study will employ a mix of secondary research and qualitative methods to gather data on electronic local food consumption through online selling platforms (LFOSP) in the East Midlands, England and across Northern Ireland. The research will identify and model LFOSPs first before exploring consumption behaviour (drivers and barriers) through semi-structured interviews with consumers in both regions. A comparative analysis of the regions will be undertaken.

Our Impact

The research will aid academic understanding of electronic local food consumption and will help inform future marketing and positioning strategies relating specifically to local food products sold through digital platforms.

The Funder

The British Academy