Chicago

April 2-3, 2019

Chicago
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Building an Insights Engine to Understand Today’s and Tomorrow’s Demand for Pork

The National Pork Board connects and supports packers, processors, retailers and food service operators by helping inform and inspire their business strategies. As part of its mission and commitment to the U.S. pork industry, the National Pork Board wishes to bring ongoing insights to all of its stakeholders and partners about consumer behavior and preferences, shopping habits and food, nutrition and diet trends.

A large-scale domestic demand landscape study was conducted in 2018 and results are being actively shared with industry partners. In this session, we will present and discuss the goals of the National Pork Board that framed the research objectives. You’ll hear how we leveraged multiple sources of consumer data – InfoScout data + custom surveys + Experian Mosaic – to provide both accurate and comprehensive household-level insights about purchasing, usage and attitudes about pork and other proteins. We’ll show examples of how we combined behavioral segmentation based on grocery receipts with occasion and attitudinal segmentation derived from consumers surveys. Beyond learning about the novel research methodology, you’ll hear how National Pork Board has activated the findings from the research to develop communication strategies to serve the varying needs of its industry partners.

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

Takeaways:

  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.

Speakers:

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