What We Do
Glossary
- FMCG
Fast moving consumer goods, such as food, toiletries and other household packaged goods - Above-the-line
Traditional brand-led advertising that covers TV, press, posters, cinema and radio advertising - Below-the-line
Refers to direct marketing activity such as direct mail, inserts and direct response TV - Direct marketing
Response-driven advertising that sells products via telephone, postal reply devices or websites (e.g. an advertisement with a coupon, direct mail selling a credit card) - DRTV
Direct response TV advertisements strongly encourage viewers to buy or respond to that commercial. Commonly used by charities for fundraising (e.g. NSPCC) - Brand
A commodity is a product or service that is sold on price (e.g. water). A brand is a product or service that is sold on brand values (eg. Evian). Brand values enable a product to command a higher price than the base commodity product. Brands also enable the owner of the brand to communicate messages about the quality of the product to the end customer via marketing activity. These brand messages can evolve over time to adapt to new market conditions. Each new brand brings product innovation to the market and the opportunity for farmers to communicate their own messages to the consumer. This helps to increase consumer knowledge and choiceThe assurance schemes developed by the levy bodies can never deliver this innovation, as they aim to satisfy the majority of producers and only act as a baseline for quality attributes. They are also owned by external bodies to the farm business, so any marketplace value can never be transferred back to the farmer. Farm assurance schemes are not brands and offer no marketing value to farmers. Brands developed by farmer-owned co-ops can deliver value back to the farmer
- Brand awareness
The percentage of your target audience that have heard your brand name - Spontaneous brand awareness
The percentage of the target audience that mention your brand name unprompted - Prompted brand awareness
The percentage of the target audience who recognise your brand name when prompted - NPD
New product development - Quantitative research
Research that quantifies an aspect of the market using statistically significant sample sizes. It is used to measure consumer behaviour and attitudes in the market via postal, telephone, online or face-to-face surveys. Quantitaive research answers the questions of 'how many' and 'what' - Qualitative research (or focus group)
Research that provides the reasons for consumer behaviour. These reasons can be rational or emotional. A trained researcher will interview a number of consumers for around 30 to 90 minutes on a specific subject to provide more in-depth understanding and feedback. Qualitative reseacrh answers the questions of 'why' - Moderator
The person who conducts the focus groups - Respondents
The people who are interviewed in research
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