Transforming consumer data into a communication tool

Market researchers in action. Photo: Lidunn M. Boge, Nofima

This is what it looks like when market researchers are designing a decision support tool for market communication.

Right now, market researchers Themis Altintzoglou and Morten Heide at Nofima are busy analyzing the data from their consumer survey.

1200 Norwegian consumers answered questions about what they find most important when buying products treated with the innovative processing technologies high pressure processing, microwaves, UV-C light, ultrasound, plasma activated water and pulsating electrical fields.

«Sustainability seems to be what is most important for consumers when considering to buy such products,» Altintzoglou says.

The results will be used to make a decision support tool for market communication, to help producers of such food products adjust information to their customers.