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NEWS29 November 2018

Verbalisation wins Quorn insights brief

FMCG New business News UK

UK – Strategic communications consultancy Verbalisation has won a brief from Marlow Foods to conduct in-depth research on its Quorn and Cauldron brands.

Verbalisation is plugging into an existing research project, analysing the language of respondents to give additional insight. The objective is to give a fresh perspective on the motivations behind people’s dietary choices and underpin the overall learnings with a higher degree of certainty.

Verbalisation has been asked to identify the psychological drivers behind people’s dietary decisions to predict which trends will have a long-term impact on mainstream consumer behaviour and which ones will be transient.

The project comes at a time of rising consumer consciousness around healthy eating and, in particular, veganism and flexitarianism.

Quorn and Cauldron are some of the leading brands in the non-meat sector, so this shift represents a huge opportunity for Marlow Foods.

Sven Hughes, CEO and founder of Verbalisation said: “There’s so much happening in the food category and so many opinions being voiced, the brands operating in that space need to cut through the noise to understand what’s really going on. It’s great to work with Quorn to help it achieve its goals.”

Alex Glen, marketing director of Quorn Foods, added: “We’ve been impressed with Verbalisation’s scientific approach to consumer insight. By analysing the language of consumers, it can identify the motivations that sit behind their voiced opinions – in other words what really drives people’s behaviour.”

@RESEARCH LIVE

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