April 2-3, 2019

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How Data-Driven Insights Can Change Pork’s Perception Problems

Room 1 | 9:15-9:45 | Wednesday, April 3, 2019

The National Pork Board unites pork producers with key food-chain partners to grow domestic and international consumer demand. This is accomplished through research, promotion and education that focuses on pork’s nutrition, quality and sustainability. In 2018, the Pork Board conducted a large-scale domestic research study to better understand consumer perceptions and needs related to pork and other proteins.

In this session, you’ll learn how the Pork Board, in partnership with C+R, leveraged multiple sources of consumer data – Numerator InfoScoutTM receipt data, 10,000+ custom surveys, and Experian Mosaic – to provide accurate and comprehensive household-level insights about purchasing, usage and attitudes. See examples of how the study combines a behavioral segmentation based on grocery receipts with occasion and attitudinal segmentation derived from consumer surveys. Beyond learning about the novel research methodology, you’ll hear how the Pork Board is using the data to develop communication strategies to serve the needs of its various industry partners and drive innovation through thought leadership.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Mobile research
  • Business-to-business research
  • Behavioral economics
  • Storytelling/data interpretation
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)
  • New techniques – qualitative and quantitative


  1. Learn how the National Pork Board works across multiple producers and partners to maintain the delicate balance of pork supply and demand in the face of consumers’ ever-growing appetite for bacon.
  2. How to create more actionable and tangible segmentation frameworks by starting with purchase data, then combining with attitudes, motives and occasion data from multiple sources.
  3. How to activate and communicate highly complex data and research in simple yet strategic ways to multiple stakeholders who have very different goals and objectives.


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