Meat consumer segmentation tool

Welcome. This is a tool to help understand which group of meat shoppers you are most like. By segmenting the market we can better understand our potential audiences and target them more effectively with products that will best fit them and their families lifestyles. This is a much shorter version of the segmentation questionnaire but gives a good proxy as to which group you fall into. The questionnaire should take no more than a couple of minutes to go through.

Section 1: To what extent do you agree or disagree with the following statements?

Section 2: Thinking about pork, beef, and lamb, to what extent do you agree or disagree with the following statements?

Section 3: When was the last time you bought the following products:

Appetite For Apathy - Like 17% of the population

“I don’t really care about the food I eat or cooking different meals– I just want it to fill me up, to be as easy as possible and for a good price!”

Solution Seekers - Like 13% of the population

“We don’t have a lot of time to cook so we rely on convenient meals and solutions that make cooking easy. We can pick these up on the way home to suit our busy lifestyle”

Foodie Explorers - Like 18% of the population

“We love to experiment with food as a couple – we don’t mind spending a bit more for quality especially if it means we can be healthier whilst doing our bit for the environment.”

Healthier Home Cooks - Like 17% of the population

“I love to spend time cooking for the whole family. Lately, I’ve been giving some thought to meat free meals to help the environment and stay healthy!”

Budgetary Balancers - Like 18% of the population

“It’s hard to keep to a budget with a big family and I’m usually rushed off my feet too – we normally cook the same meals as we know how much they cost”

Too few boxes selected

Please select one answer for every question

Meat The Traditionalists - Like 17% of the population

“We know what we like and are happy to stick it – we often cook the same traditional meals we have for years. Meat is always on the menu for us!”

	Disagree Strongly	Disagree	Neither agree nor disagree	Agree	Agree Strongly
I cook the meals I grew up eating
I like to experiment by cooking world cuisines
I love cooking when guests visit
I have little time to myself
I like using meal kits to make cooking from scratch more convenient
Eating a balanced diet is very important to me
I consider that price is the most important factor when buying a product

	Disagree Strongly	Disagree	Neither agree nor disagree	Agree	Agree Strongly
When a meal includes meat it is always the most enjoyable part of the meal
A meal isn’t complete without meat
I would buy more pork, beef, and lamb if there were more meat cuts available with sauces and marinades already added

	In the last 7 days	8 to 14 days ago	15 to 30 days ago	31 to 60 days ago	During the Last year but not in the past couple of months	I have not bought this type of product in the last year
Cut Types in Meat, Fish, and Poultry
Mince
Frying or grilling steaks or strips
Roasting joints
Braising or stewing cubes or chunks
Sliced Cooked Meats
Meat Types in Meat, Fish, and Poultry
Fish Products
Lamb Products
Chicken Products
Beef Products
Pork products