Understanding
Consumer Motivations
The psychological motivations of food and drink consumption
SelfActualisation
Recognition
PHYSIOLOGICAL
BACKGROUND
Why, when, where & how
CONVERSATIONS
Reaching psychological motivations
PSYCHOLOGICAL ANALYSIS
PSYCHOLOGY & MOTIVATIONS
For food and drink
USING THE RESEARCH
Category & brand implications
BACKGROUND
Why, when, where & how
CONVERSATIONS
Reaching psychological motivations
PSYCHOLOGICAL ANALYSIS
PSYCHOLOGY & MOTIVATIONS
For food and drink
USING THE RESEARCH
Category & brand implications
Why motivations?
If I see the world through
John Smith’s eyes, I can
sell John Smith what
John Smith buys …
Why motivations?
If you understand why
people consume your brand
you will be able to engage
your consumers better than
your competitors
Why motivations?
Engagement = Brand loyalty
Why motivations?
Emotive
brands
>
Functional
brands
1. Literature review
2. Lacanian qualitative groups
Gp
Sex
Age
Class
Consumer Type
Location
Product Focus
1
Female
25-40
BC1
Family Mums
Galway
Fresh Food
2
Female
35-55
C2D
Family Mums
Wicklow
“
3
Male
35-55
BC1
Male Foodies
Dublin
“
4
Female
55+
BC1
Empty Nesters
Kilkenny
“
5
Female
25-40
C2D
Family Mums
Dublin
6
Female
35-55
C1C2D
Family Mums
Mallow
“
7
Female
18-25
C1C2
Youth
Sligo
“
8
Male
30-45
C1C2
Older Singles
Dublin
“
9
Female
30-45
C1C2D
Family Mums
Dublin
10
Male
18-25
C1C2
Youth
Dublin
“
11
Female
30-45
BC1C2
Older Singles
Cork
“
12
Male
35-55
BC1
Male Foodies
Galway
“
13
Female
25-40
C2D
Family Mums
Dublin
14
Female
35-55
BC1
Family Mums
Enniscorthy
“
15
Male
18-25
C1C2
Youth
Cork
“
16
Female
55+
C1C2D
Empty Nesters
Dublin
“
* All groups extended 2.5 - 3 hour sessions. All groups attended by psychologist
Prepared Food
Alcoholic Drink
Non-Alcoholic Drink
1. Literature review
2. Lacanian qualitative groups
3. Extended depth interviews
& accompanied shopping trips
4. Quantitative study
BACKGROUND
Why, when, where & how
CONVERSATIONS
Reaching psychological motivations
PSYCHOLOGICAL ANALYSIS
PSYCHOLOGY & MOTIVATIONS
For food and drink
USING THE RESEARCH
Category & brand implications
Last Meal Cooked
Noreen: shepherds pie - mince, carrots, frozen peas, mushrooms, mixed herbs, parsley, Oxo & water
Brenda: pasta & sauce - onion, garlic, tinned tomatoes, cinnamon over low heat, with tinned tuna
G1: Female, Marie: chicken fillets grilled on George Foreman, with broccoli, carrots & potatoes
25-40,
Caitriona: steak with fresh garlic butter with stir fry peppers & scallions & oven baked new Italian potatoes
Roslyn: sirloin beef stir fry with onions, garlic, mushroom, peppers, courgettes cooked with oyster sauce, ketchup, cornflour,
BC1,
Family Mums, orange juice & sesame seeds, and noodles mixed with sesame oil
Grainne: farmed seabass & pureed carrots with steamed green beans & steamed potatoes
Galway
Angela: prawn stir-fry with onion, garlic, peppers, broccoli, chillies, Blue Dragon satay sauce & brown rice
Fiona: boiled bacon/ham glazed with honey & mustard premix, mashed potatoes & boiled carrots
Deirdre: mackerel in flour cooked in butter, salad & home made French dressing
G2: Female, Siobhan: shepherds pie mince, onion, carrots, Schwartz sauce, Worcester sauce potatoes, Philadelphia & cheddar
Mandy: Young’s frozen fish & baked potato
35-55,
Mary: meat-balls - mince, onions, Paxo stuffing, egg, curry sauce & flour; with peas, carrots & potatoes
C2D,
Emily: BBQ Tesco’s finest sausages, chicken drumsticks, Donegal Catch fish skewers; with salad
Family Mums, Rita: Corned beef, cabbage & potato with Erin parsley sauce
Wicklow
Ann-Marie: beef casserole, onions, stewing beef, onions, carrots, Schwartz sauce; fried chicken breasts for kids
Rachel: chili con carne - mince, onion, tin tomatoes, Mealmaker, cheese with rice & pitta bread
James: steak
Adrian:
curry - marinated beef with butternut squash
G3: Male,
Gerry: chicken salad with tikka paste
35-55,
Nigel: turkey meat curry with yoghurt, okra, marsala; pear & cardamons for dessert
BC1,
Paul: stuffed chicken with baby potatoes, carrots & broccoli
Male Foodies, Kevin: chicken & broccoli with a tin of mushroom soup, curry powder & bread
Dublin
Paul: burgers - turkey mince with onions & Knorr, & potato salad
Larry: chicken pasta bake including yoghurt tomato puree, mushrooms & peppers
G4: Female,
55+,
BC1, Empty
Nesters,
Kilkenny
Margaret: pasta with tinned sweetcorn & tuna mixed with mayonnaise & home-made french dressing (olive oil, cider vinegar,
mustard & honey)
Fergal: roast chicken, home-made stuffing (pine nuts, sesame, rosemary, garlic, bacon bits & lemon), with broccoli, carrot,
celery, mange touts & fresh sweetcorn
Ann: lamb chops cooked in oven with onion, celery & carrots
Elaine: braised round steak with carrots & onions & water, cooked 11/2 hours, with frozen peas
Laura: boiled ham: mash, carrots & fresh parsley sauce; stewed apple & custard
Julie: lamb with herbs & oil foil wrapped & oven cooked with organic roast potatoes, organic carrot & cauliflower
Eileen: fresh cod microwaved with garlic, mixed herbs & butter; new potatoes, broccoli & carrot; home-made parsley sauce
Agnes: fried sliced chicken with mushroom, onions, celery, coriander, curry powder, thyme, white sauce; rice
Last Meal Cooked
Trisha: chicken stir-fry with peppers. spring onions, mushroom, onion, Goodalls chili sauce with noodles; grilled chicken breast
for son
Lorna: ready-made spicy stuffed chicken, turnips, roast potatoes, peas & gravy
G5: Female, Fiona: chicken curry with onion, garlic & Benson curry sauce, with rice
Carmel: chicken stir fry - chicken left over from roast with garlic, onion, fresh sugar snaps, tinned bamboo shoots & water
25-40,
chestnuts, with noodles
C2D,
Denise: chicken caesar salad: fillet chopped & fried, with lettuce, tomatoes, cucumber, grated lolo cheese & Hellmans Caesar
Family Mums, salad dressing
Dublin
Lisa: stew - steak pieces & mince, whole onion, Knorr, with potatoes
Avril: lasagne - mince with Dolmio sauce & grated red cheddar
Arlene: Mexican tacos: mince, onions, garlic, El Paso taco powder, chipper chilie & garlic sauce, pitta bread, chips & grated
cheese
Breda: chicken stir-fry, with Green Isle frozen stir-fry veg & Uncle Ben’s boiled rice
Fiona: sausages, black pudding & new potatoes for him; frozen Donegal Catch salmon fillets & frozen veg for the rest
G6: Female, Denise: frozen haddock with new potatoes & fresh broccoli & carrots
Doreen: toasted sandwiches: ham, tomatoes & onion
35-55,
Michelle: roast chicken with mashed potatoes, mashed turnip, tinned peas & Bisto gravy
C1C2D,
Julie: roast chicken with mashed carrots, broccoli & Bisto gravy. Rice pudding dessert
Family Mums, Mary: sausages & frozen chips
Mallow
Joan: home-made meatballs made from mince from own animal, onion, egg, rolled in flour; frozen Green Isle chips for him,
Uncle Bens rice for me, with tinned McDonalds curry sauce
G7: Female,
18-25,
C1C2,
Youth,
Sligo
Rebecca: home-made pizza, dough from bread machine, roasted peppers, chillies, cheese, olives, chorizo, Kate’ Kitchen
prepared spices
Laura: toast
Caroline: rasher sandwich
Niamh: fresh salmon & salad
Anne-Marie: steak & roast vegetables (carrots, pasrnips, celery, peppers), with onions & McCains chips
Michelle: chicken stir-fry: broccoli, carrots, onions, pepper, fresh runner beans, with soy, cumin, fajita seasoning & straight to
wok noodles (for parents)
Siobhan: boring old boiled ham, baby potatoes, carrots & microwaved packet parsley sauce
Leona: prepared chicken kebabs from butcher, roasted vegetables with brown rice
Last Meal Cooked
Rob: potato gratin: sliced potatoes, sliced garlic, Italian herbs, cream with salad, nuts & seeds (made by girlfriend), with red
wine
Brian: pork chops with Knorr aromatic seasoning, potatoes, onion & mushrooms; red wine
G8: Male,
Aidan:
lamb chops, spuds, onions & seasoning, with red wine; for mother
30-45,
Paul:
beans
on toast; also M&S shank of lamb with tray of vegetable
C1C2,
Older Singles, Donal: potatoes & tinned Campbells meatballs
Matt: spuds, pork chops & steaks, salt & pepper, frozen peas & veg; with mother
Dublin
Alan: steak, onions & chips (from fresh potatoes) with Schwartz pepper sauce - with girlfriend
Patrick: frozen Aldi whiting cooked in milk, hand-made chips with tomato salad with olive oil & Spanish breadcrumbs
Louise: spag bol - gluten free spaghetti, gluten free sauce (Real Irish Foods), onions, round mince from butcher, gluten free
bread
Cecile: spaghetti & meat-balls - mince, Oxo cube & breadcrumbs; tined tomatoes, puree, herbs, with grated cheese
G9: Female, Rachel: fried pork chops, cauliflower, carrots, mushrooms, roast potatoes with home-made white wine sauce
Cathy: tuna & pasta bake with sweet-corn, cheese sauce from flour, butter & cheddar, topped with crisps
30-45,
Michelle: spag bol: mince, stock cube, Dolmio, chopped tomatoes with fresh parmesan
C1C2D,
Family Mums, Linda: pork chops & baked apples - fry chops, deglaze pan with apple juice or wine, add cream, pepper & chicken stock; with
champ (mash & scallions) & mange touts
Dublin
Patricia: vegetable lasagne: two trays vegetables (aubergines, courgettes, peppers, onions, roasted baby tomatoes, chili flakes
with Lloyd Grossman sauce
Elen: chili con carne & rice - mince from freezer, U. Ben’s sauce, kidney beans & butter beans with basmati rice & bread
G10: Male,
18-25,
C1C2,
Youth,
Dublin
Matt: veggie burger with lettuce, cheese & mayonnaise
Theo: vegetables (onion, red & green peppers, carrots) and potatoes
Aran: El Paso fajitas: beef & onion, cheese, relish, with carrots
Paul: diced cajun chicken, cheese, onion and roll
Dave: cheese on toast with Lee & Perrins
Alex: diced chicken in mushroom sauce (Campbells soup) with pasta
Rhys: Big Als frozen southern fried chicken with frozen chips
Dave: spicy prawn soup with glass noodle salad (in restaurant)
Last Meal Cooked
Amy: steak, mushroom, onions, with boiled potatoes & garlic bread
Anne: chicken stir-fry - chopped breast, garlic, ginger, peppers & Sharwoods sauce
G11: Female, Therese: Thai Red Curry - brown the paste (English) & chicken, add cocnut milk & vegetables (peppers, mushrooms & onions)
Deirdre: grilled chicken breast and packet noodles
30-45,
Susan: BBQ - Tesco Finest herbal sausages, pre-pack BBQ pork, KFC BBQ sauce; mixed salad; cheese, sour cream & burger
BC1C2,
Older Singles, buns
Vivien: sweet & sour chicken
Cork
Kay: steak, cauliflower, co0urgettes & asparagus with 4-chees sauce
Ray: shepherds pie (jamie Oliver recipe) - mince, onions, stuffing, red wine, with mash
Brian: beef fajitas, striploin steak, onions, cumin, pepper, fennel seeds, chili powder, with cherry tomatoes, mshrooms,
peppers & avocado
G12: Male,
Kieran: two steaks, flash fry then grilled, baby potatoes, fried onions
35-55,
James: burgers, chinese noodles, eggs & tomatoes
BC1,
Male Foodies, Dave: stir-fry beef from butchers (sauce too salty) with extra onion, mushrooms & peppers; U. Bens rice & naan bread
Laurence: steak & fresh chips
Galway
Tom: stir-fry beef & veg (red & green peppers, carrots, onions) with brown rice
Joe: leg of lamb, roast potatoes, parsnip-carrot-onion mash, marrow fat peas
Claire: 2 dinners - Nigerian stew & frozen pizza with garlic bread & salad
Eillen: Nigerian stew - boiled rice & peppers, fresh tomatoes, red chilies, red peppers, tomato puree, palm oil all blended in
processor, fry v hot & add pre-boiled chicken; jaloff rice with shrimps; fried dodo
G13: Female, Karen: roast chicken with roast potatoes & First Choice mixed vegetables
Justine: spag bol - mince, mushroom & onions with original Dolmio sauce
25-40,
Bridget: Tesco pork chops, new potatoes & carrots
C2D,
Family Mums, Michelle: fillet of ham boiled, glazed (with honey) & baked; new potatoes, carrots, peas & gravy
Emer: cooked Superquinn chicken, new potatoes, carrots, broccoli, gravy
Dublin
Aisling: pasta with bolognese type thing - used up garlic, onion, courgettes, peppers, fresh basil, tin tomatoes with sausages
cooked in George Foreman
Last Meal Cooked
Jackie: oven cooked chicken breats with stuffing, new potatoes, peas & Erin gravy
Margaret: beef stew - cubed beef, onion, carrot, parsnip, turnip, two packets Shwartz and rissoles/dumplings ( flour, crumbs,
margarine & mixed herbs)
G14: Female, Lucy: roast round beef with McCains yorkshire puddings roast potatoes, green beans & mushrooms
35-55,
Monica: bought roast chicken with carrots, cabbage,mushrooms & new potatoes
BC1,
Marian: spag bol - roundsteak mince, red, green & yellow pepers & chunky Dolmio sauce
Family Mums, Bess: rib-roast beef, mash & McCains roast potatoes, turnip & gravy
Enniscorthy Mary: toast, ham & cheese, grilled
Marie: chicken curry - organic chicken breasts, cumin, coriander, yoghurt, cream with U. Bens rice
G15: Male,
18-25,
C1C2,
Youth,
Cork
Darren: BBQ - burgers, wedges, chicken skewers with salad
John: mother cooked roast chicken, roast potatoes, carrots, gravy
Darren: chicken curry, peppers, rice, sauce
Mike: chicken, potatoes, green beans, carrot, chicken chasseur sauce
Brendan: McDonalds Big Mac Meal
John: omelette with rashers, peppers, sausages & cheese
Noreen: stew - steak pieces, fist full of this that, vegetabe soup, flaked meal, soup mix, with baby leaks, potatoes, carrots &
onions
G16: Female, Eileen: Dr Uchter pizza; spag bol
Marie: chicken breast with Roma ragu, mozarella, fuseli pasta, courgettes, fresh basil & rosemary
55+,
Lilian: oven cooked salmon, baked potato & cauliflower
C1C2D,
Ann: mince & onion, Knorr Mealmaker
Empty
Bernie: roasted chicken breast, boiled potatoes with side salad (onion, tomatoes, peppers, mustard dressing & croutons)
Nesters,
Carmel: pork chops, roast potatoes, mushy peas, cauliflower; jelly & custard
Dublin
Eleanor: pork curry - peppers, mushrooms, onions, apple, red sauce, brown sauce, curry powder & rice
Decoding the Consumer
Decoding the Consumer
• Private food practices - touchy subject!
• Esp. details of preparing meals
• Feels personal, intimate, revealing
§ Unlike drink brand, finance, media research
Decoding the Consumer
• Small details say so much
§ Trigger shame or kudos
§ Indicate social position
§ Even reflect moral worth
Decoding the Consumer
“I’m glad I cooked a proper
meal - big secrets!”
(G1)
Decoding the Consumer
“I just did boring
old boiled ham”
(G7)
Decoding the Consumer
• Discomfort in admitting:
§ Prepared ingredients
§ Short-cuts
• Pleasure in describing sophisticated details:
§ Sauces from scratch
§ Awareness of the derivation of food
§ Unusual ingredients and flavourings
Food Culture Ireland
• Widespread use of prepared ‘shortcuts’
• Aspiration to cook fresh ingredients from
scratch
• Some (limited) mention of multiple meals for
different family members
• Some evidence of immigrant foods
§ Nigerian stew
Food Culture Ireland
• Mainstream, routine use of ‘modern’ ethnic
dishes
• Popular dishes include:
§ Shepherds pie
§ Spaghetti bolognese
§ Stir-fries
§ Curries
• Low mention of chips?
Cooking Technology
What’s in our kitchens?
á Individualistic
á Diverse
á Modern
á Ethnic recipes
á Modern technologies
á Ways of cooking
Last Meal Cooked: Totalled
Sample of 125 respondents
Meat & Two Veg
52
Pasta
15
Stir-fry
13
Breads: tacos, pitta, fajitas, pizza sandwiches
13
Fish & Two Veg
9
Curry
9
Casserole / Stew
4
Vegetarian
4
Other
4
BBQ
2
Salad
2
Last Meal Cooked: Totalled
Beef
Chicken (turkey)
Fish
Bacon/ham/rashers/sausages
Vegetarian
Pork
Lamb
42
38
15
14
9
7
5
Food Culture Ireland
Progressive?
•
•
•
•
When quantified …
Emphasis is on conventional, conservative
Believe the modern food discourse
(inc. researchers)
People are more conservative than they think
• More alike than they are different
BACKGROUND
Why, when, where & how
CONVERSATIONS
Reaching psychological motivations
PSYCHOLOGICAL ANALYSIS
PSYCHOLOGY & MOTIVATIONS
For food and drink
USING THE RESEARCH
Category & brand implications
Procedure
•
•
•
•
The 16 extended focus group discussions
3-hour duration
Closely observed by Dr Chris Simms
APPI, BPS, PSI
Analysed:
§ Extracted the themes that respondents used
§ Researcher and psychologist collaborate
§ Define core psychological dynamics of consumer attitudes
• Merge psych themes & focus group findings
Soundbites
Get out of kitchen as soon as possible, 5
Learn fast, 6
No interest ineating in the evening, 7
Preference for cooking when I have time, 7
Weekend, 8
Same meal twice in a week, 8
Your history, 9
I have it done: she’s thinking about it, 9
Cook on weekends, 11
Very rarely time to make it interesting, 11
Quick and easy, 14
This week it’s vegetarian, 15
Evening meal, 15
Don’t bother with breakfast, 15
Don’t bother with lunch, 15
Just feeding now, 16
Ireland: big meal evening, 16
France: big meal midday, 16
10 more pillow mins, vs a slice of toast, 17
Home: 7.30 – 8.00, 18
Eat when it suits, 19
Meal time regimented, 19
Goes off in a day or two, 20
Used to be summer, 21
Cheese can age, 24
Don’t need every day, 25
Rarely, 27
At least once a week, 27
Quick, 32
We all love our food, 5
Get enjoyment out of it, 8
Love sizzle, 8
Can’t stand the concept, 9
Cooking is cleaning, 10
Cooking is a bit of fun, 10
Hate cooking for kids, 10
Rarely enjoy the meal that I cook for family, 11
If served to me I will clean the plate, 11
Relaxing, 11
Like to do the bits and bobs, 11
Bakes for no reason, 11
Really tired: bakes a tart, 12
A challenge, 12
A great big chemistry set, 12
A good by-product afterwards, 12
What do I feel like now, 12
When I shop: grab a lump of fresh ginger, 12
Love to be a chef, 13
Love the cooking, 13
Display of food, 14
Food we love, 19
Big dirty carvery, 19
Indulgence, 25
Don’t like salmon, 27
Satisfaction, 34
Get your teeth into a rare piece of steak, 34
Has a personality, 34
Comfort food, 34
Farm to shop, butchers, 14
Pat the rasher, 21
Halal shop: buy lamb, 21
Oriental market, 22
Asia market, 22
Mosque in Clonskea, 22
Spices on internet, 22
Spices from Hungary, 22
Blackrock market, 22
In a butcher, 23
Grocers, 24
Markets, 24
Local shops, 24
Butcher’s, 24
Moore Street, 24
Supermarkets, 24
Butchers need gaming licence, 30
Soundbites
Get out of kitchen as soon as possible, 5
Learn fast, 6
No interest ineating in the evening, 7
Preference for cooking when I have time, 7
Weekend, 8
Same meal twice in a week, 8
Your history, 9
I have it done: she’s thinking about it, 9
Cook on weekends, 11
Very rarely time to make it interesting, 11
Quick and easy, 14
This week it’s vegetarian, 15
Evening meal, 15
Don’t bother with breakfast, 15
Don’t bother with lunch, 15
Just feeding now, 16
Ireland: big meal evening, 16
France: big meal midday, 16
10 more pillow mins, vs a slice of toast, 17
Home: 7.30 – 8.00, 18
Eat when it suits, 19
Meal time regimented, 19
Goes off in a day or two, 20
Used to be summer, 21
Cheese can age, 24
Don’t need every day, 25
Rarely, 27
At least once a week, 27
Quick, 32
)
2
3
(
e
Tim
We all love our food, 5
Get enjoyment out of it, 8
Love sizzle, 8
Can’t stand the concept, 9
Cooking is cleaning, 10
Cooking is a bit of fun, 10
Hate cooking for kids, 10
Rarely enjoy the meal that I cook for family, 11
If served to me I will clean the plate, 11
Relaxing, 11
Like to do the bits and bobs, 11
Bakes for no reason, 11
Really tired: bakes a tart, 12
A challenge, 12
A great big chemistry set, 12
A good by-product afterwards, 12
What do I feel like now, 12
When I shop: grab a lump of fresh ginger, 12
Love to be a chef, 13
Love the cooking, 13
Display of food, 14
Food we love, 19
Big dirty carvery, 19
Indulgence, 25
Don’t like salmon, 27
Satisfaction, 34
Get your teeth into a rare piece of steak, 34
Has a personality, 34
Comfort food, 34
)
9
2
(
y
o
j
n
E
Farm to shop, butchers, 14
Pat the rasher, 21
Halal shop: buy lamb, 21
Oriental market, 22
Asia market, 22
Mosque in Clonskea, 22
Spices on internet, 22
Spices from Hungary, 22
Blackrock market, 22
In a butcher, 23
Grocers, 24
Markets, 24
Local shops, 24
Butcher’s, 24
Moore Street, 24
Supermarkets, 24
Butchers need gaming licence, 30
)
7
1
(
p
Sho
Circuit Board
G3 Male
Foodies
Dublin
35-55
BC1
Time
Enjoy
Shop
Role
Choice
Social
Tech
Money
Work
Quality
Kids
Storage
Control
Taste
Circuit Board
G3 Male
Foodies
Dublin
G16 F
Empty
Nesters
Dublin
G11 F
Older
Singles
Cork
G15 M
Youth
Cork
G2
Family
Mums
Dublin
G8 M
Older
Singles
Dublin
G5
Family
Mums
Dublin
G1
Family
Mums
Galway
G12
Male
Foodies
Galway
G14
Family
Mums
E’scorthy
G4
Empty
Nesters
Kilkenny
G6
Family
Mums
Mallow
G13
Family
Mums
Dublin
G10 M
Youth
Dublin
G9
Family
Mums
Dublin
G7 F
Youth
Sligo
35-55
BC1
55+
C1C2D
30-45
BC1C2
18-25
C1C2
35-55
BC1C2
30-45
C1C2
25-40
C2D
25-40
BC1
35-55
BC1
35-55
BC1
55+
BC1
35-55
C2D
25-40
C2D
18-25
C1C2
30-45
C1C2D
18-25
C1C2
Time
Enjoy
Shop
Role
Choice
Social
Tech
Money
Work
Quality
Kids
Storage
Control
Taste
Routine
Choice
Enjoy
Storage
Social
Health
Tech
Taste
Role
Time
Quality
Social
Time
Enjoy
Drink
Diet
Mood
Sex
Routine
Control
Health
Choice
Quality
Routine
Money
Time
Mood
Social
Taste
Media/
Info
Drink
Shop
Prep
Choice
Routine
Kids
Time
Diet
Taste
Social
Health
Choice
Time
Routine
Prep
Health
Taste
Social
Role
Money
Routine
Choice
Social
Stress
Prep
Taste
Enjoy
Store
Quality
Mood
Enjoy
Easy
Stress
Hunger
TV
Money
Drink
Time
Hunger
Kids
Health
Quality
Role
Pack
Drink
Time
Prepare
Choice
Enjoy
Kid
Routine
Taste
Health
Addict
Tech
Quality
Social
Money
Family
Culture
Mood
Diet
Control
Stress
Recipe
Media/
Info
Shop
Store
Pack
Travel
Easy
Prepare
Quality
Routine
Social
Time
Money
Culture
Media/
Info
Choice
Mood
Family
Drink
Diet
Enjoy
Change
Easy
Stress
Work
Travel
Size/a
mount
Health
Shop
Social
Routine
Time
Choice
Quality
Shop
Health
Pack
Enjoy
Taste
Family
Change
Control
Kids
Prepare
Money
Work
Image
Tech
Drink
Energy
Amount
Mood
Store
Stress
Quality
Health
Social
Routine
Taste
Shop
Prepare
Money
Time
Enjoy
Choice
Culture
Info/m
edia
Amount
Image
Hunger
Diet
Stress
Drink
Easy
Recipe
Energy
Travel
Work
Money
Time
prepare
Routine
Taste
Media/
Info
Social
Pack
Work
Enjoy
Easy
Stress
Family
Shop
Treat
Choice
Diet
Mood
Hunger
Role
Amount
Store
Health
Kids
Image
Money
Social
Prepare
Choice
Routine
Health
Time
Store
Shop
Mood
Amount
Taste
Family
Kids
Culture
Clean
Quality
Drink
Age
Travel
Change
Media/i
nfo
Pack
Work
Control
Waste
Enjoy
Diet
Treat
Easy
Social
Time
Choice
Enjoy
Health
Money
Media/i
nfo
Routine
Mood
Work
Amount
Taste
Drink
Prepare
Quality
Diet
Travel
Guilt
Culture
Family
Age
Aware
Energy
Pack
Social
Money
Prepare
Enjoy
Choice
Mood
Time
Routine
Media/
Info
Taste
Amount
Stress
Kids
Drinks
Family
Change
Quality
Control
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health
Role
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Addict
Easy
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Stress
Enjoy
Pack
Time
Shop
Money
Family
Work
Routine
Culture
Social
Health
Taste
Info/Med
ia
Easy
Image
Change
Addict
Mood
Recipe
Quality
Diet
travel
Media
Size
Homemade
Pack
Kids
Money
Health
Taste
Self
choice
Change
Hunger
Stress
Media
Age
Amount
Quality
Age
Sport
Hunger
Travel
Enjoy
Advert
Diet
Work
Self
Shop
Family
Enjoy
Quality
Money
TV
Pack
Stress
Guilt
Laws are like sausages.
The less you know about
how they are made,
the more respect you
have for them.
Otto von Bismarck
Circuit Board - Social Background
G4
Empty
Nesters
Kilkenny
G12
Male
Foodies
Galway
G14
Family
Mums
E’scorthy
G3 Male
Foodies
Dublin
G1
Family
Mums
Galway
G11 F
Older
Singles
Cork
G2
Family
Mums
Dublin
G15 M
Youth
Cork
G10 M
Youth
Dublin
G7 F
Youth
Sligo
G8 M
Older
Singles
Dublin
G16 F
Empty
Nesters
Dublin
G6
Family
Mums
Mallow
G9
Family
Mums
Dublin
G13
Family
Mums
Dublin
G5
Family
Mums
Dublin
55+
BC1
35-55
BC1
35-55
BC1
35-55
BC1
25-40
BC1
30-45
BC1C2
35-55
BC1C2
18-25
C1C2
18-25
C1C2
18-25
C1C2
30-45
C1C2
55+
C1C2D
35-55
C2D
30-45
C1C2D
25-40
C2D
25-40
C2D
Quality
Health
Social
Routine
Taste
Shop
Prepare
Money
Time
Enjoy
Choice
Culture
Info/m
edia
Amount
Image
Hunger
Diet
Stress
Drink
Easy
Recipe
Energy
Travel
Work
Prepare
Quality
Routine
Social
Time
Money
Culture
Media/
Info
Choice
Mood
Family
Drink
Diet
Enjoy
Change
Easy
Stress
Work
Travel
Size/a
mount
Health
Shop
Social
Routine
Time
Choice
Quality
Shop
Health
Pack
Enjoy
Taste
Family
Change
Control
Kids
Prepare
Money
Work
Image
Tech
Drink
Energy
Amount
Mood
Store
Stress
Time
Enjoy
Shop
Role
Choice
Social
Tech
Money
Work
Quality
Kids
Storage
Control
Taste
Time
Prepare
Choice
Enjoy
Kid
Routine
Taste
Health
Addict
Tech
Quality
Social
Money
Family
Culture
Mood
Diet
Control
Stress
Recipe
Media/
Info
Shop
Store
Pack
Travel
Easy
Social
Time
Enjoy
Drink
Diet
Mood
Sex
Routine
Control
Shop
Prep
Choice
Routine
Kids
Time
Diet
Taste
Social
Health
Health
Choice
Quality
Routine
Money
Time
Mood
Social
Taste
Media/
Info
Drink
Social
Time
Choice
Enjoy
Health
Money
Media/i
nfo
Routine
Mood
Work
Amount
Taste
Drink
Prepare
Quality
Diet
Travel
Guilt
Culture
Family
Age
Aware
Energy
Pack
Prep
Choice
Stress
Enjoy
Pack
Time
Shop
Money
Family
Work
Routine
Culture
Social
Health
Taste
Info/M
edia
Easy
Image
Change
Addict
Mood
Recipe
Quality
Choice
Time
Routine
Prep
Health
Taste
Social
Role
Routine
Choice
Enjoy
Storage
Social
Health
Tech
Taste
Role
Time
Quality
Money
Time
prepare
Routine
Taste
Media/
Info
Social
Pack
Work
Enjoy
Easy
Stress
Family
Shop
Treat
Choice
Diet
Mood
Hunger
Role
Amount
Store
Health
Kids
Image
Social
Money
Prepare
Enjoy
Choice
Mood
Time
Routine
Media/
Info
Taste
Amount
Stress
Kids
Drinks
Family
Change
Quality
Control
Travel
Work
Shop
Image
health
Role
Pack
Addict
Easy
Money
Social
Prepare
Choice
Routine
Health
Time
Store
Shop
Mood
Amount
Taste
Family
Kids
Culture
Clean
Quality
Drink
Age
Travel
Change
Media/i
nfo
Pack
Work
Control
Waste
Enjoy
Diet
Treat
Easy
Money
Routine
Choice
Social
Stress
Prep
Taste
Enjoy
Money
Health
Taste
Self
choice
Change
Hunger
Stress
Media
Age
Amount
Quality
Enjoy
Quality
Money
TV
Pack
Stress
Guilt
Age
Sport
Hunger
Travel
Enjoy
Advert
Diet
Work
Self
Shop
Family
Store
Quality
Mood
Enjoy
Easy
Stress
Hunger
TV
Money
Drink
Diet
travel
Media
Size
Homemade
Pack
Kids
Time
Hunger
Kids
Health
Quality
Role
Pack
Drink
Circuit Board - Social Background
G4
Empty
Nesters
Kilkenny
G12
Male
Foodies
Galway
G14
Family
Mums
E’scorthy
G3 Male
Foodies
Dublin
G1
Family
Mums
Galway
G11 F
Older
Singles
Cork
G2
Family
Mums
Dublin
G15 M
Youth
Cork
G10 M
Youth
Dublin
G7 F
Youth
Sligo
G8 M
Older
Singles
Dublin
G16 F
Empty
Nesters
Dublin
G6
Family
Mums
Mallow
G9
Family
Mums
Dublin
G13
Family
Mums
Dublin
G5
Family
Mums
Dublin
55+
BC1
35-55
BC1
35-55
BC1
35-55
BC1
25-40
BC1
30-45
BC1C2
35-55
BC1C2
18-25
C1C2
18-25
C1C2
18-25
C1C2
30-45
C1C2
55+
C1C2D
35-55
C2D
30-45
C1C2D
25-40
C2D
25-40
C2D
Quality
Health
Social
Routine
Taste
Shop
Prepare
Money
Time
Enjoy
Choice
Culture
Info/m
edia
Amount
Image
Hunger
Diet
Stress
Drink
Easy
Recipe
Energy
Travel
Work
Prepare
Quality
Routine
Social
Time
Money
Culture
Media/
Info
Choice
Mood
Family
Drink
Diet
Enjoy
Change
Easy
Stress
Work
Travel
Size/a
mount
Health
Shop
Social
Routine
Time
Choice
Quality
Shop
Health
Pack
Enjoy
Taste
Family
Change
Control
Kids
Prepare
Money
Work
Image
Tech
Drink
Energy
Amount
Mood
Store
Stress
Time
Enjoy
Shop
Role
Choice
Social
Tech
Money
Work
Quality
Kids
Storage
Control
Taste
Time
Prepare
Choice
Enjoy
Kid
Routine
Taste
Health
Addict
Tech
Quality
Social
Money
Family
Culture
Mood
Diet
Control
Stress
Recipe
Media/
Info
Shop
Store
Pack
Travel
Easy
Social
Time
Enjoy
Drink
Diet
Mood
Sex
Routine
Control
Shop
Prep
Choice
Routine
Kids
Time
Diet
Taste
Social
Health
Health
Choice
Quality
Routine
Money
Time
Mood
Social
Taste
Media/
Info
Drink
Social
Time
Choice
Enjoy
Health
Money
Media/i
nfo
Routine
Mood
Work
Amount
Taste
Drink
Prepare
Quality
Diet
Travel
Guilt
Culture
Family
Age
Aware
Energy
Pack
Prep
Choice
Stress
Enjoy
Pack
Time
Shop
Money
Family
Work
Routine
Culture
Social
Health
Taste
Info/M
edia
Easy
Image
Change
Addict
Mood
Recipe
Quality
Choice
Time
Routine
Prep
Health
Taste
Social
Role
Routine
Choice
Enjoy
Storage
Social
Health
Tech
Taste
Role
Time
Quality
Money
Time
prepare
Routine
Taste
Media/
Info
Social
Pack
Work
Enjoy
Easy
Stress
Family
Shop
Treat
Choice
Diet
Mood
Hunger
Role
Amount
Store
Health
Kids
Image
Social
Money
Prepare
Enjoy
Choice
Mood
Time
Routine
Media/
Info
Taste
Amount
Stress
Kids
Drinks
Family
Change
Quality
Control
Travel
Work
Shop
Image
health
Role
Pack
Addict
Easy
Money
Social
Prepare
Choice
Routine
Health
Time
Store
Shop
Mood
Amount
Taste
Family
Kids
Culture
Clean
Quality
Drink
Age
Travel
Change
Media/i
nfo
Pack
Work
Control
Waste
Enjoy
Diet
Treat
Easy
Money
Routine
Choice
Social
Stress
Prep
Taste
Enjoy
Money
Health
Taste
Self
choice
Change
Hunger
Stress
Media
Age
Amount
Quality
Enjoy
Quality
Money
TV
Pack
Stress
Guilt
Age
Sport
Hunger
Travel
Enjoy
Advert
Diet
Work
Self
Shop
Family
Store
Quality
Mood
Enjoy
Easy
Stress
Hunger
TV
Money
Drink
Diet
travel
Media
Size
Homemade
Pack
Kids
Time
Hunger
Kids
Health
Quality
Role
Pack
Drink
Circuit Board - Age
G15 M
Youth
Cork
G10 M
Youth
Dublin
G7 F
Youth
Sligo
G13
Family
Mums
Dublin
G5
Family
Mums
Dublin
G1
Family
Mums
Galway
G11 F
Older
Singles
Cork
G8 M
Older
Singles
Dublin
G9
Family
Mums
Dublin
G14
Family
Mums
E’scorthy
G2
Family
Mums
Dublin
G6
Family
Mums
Mallow
G12
Male
Foodies
Galway
G3 Male
Foodies
Dublin
G4
Empty
Nesters
Kilkenny
G16 F
Empty
Nesters
Dublin
18-25
C1C2
18-25
C1C2
18-25
C1C2
25-40
C2D
25-40
C2D
25-40
BC1
30-45
BC1C2
30-45
C1C2
30-45
C1C2D
35-55
BC1
35-55
BC1C2
35-55
C2D
35-55
BC1
35-55
BC1
55+
BC1
55+
C1C2D
Health
Choice
Quality
Routine
Money
Time
Mood
Social
Taste
Media/
Info
Drink
Social
Time
Choice
Enjoy
Health
Money
Media/i
nfo
Routine
Mood
Work
Amount
Taste
Drink
Prepare
Quality
Diet
Travel
Guilt
Culture
Family
Age
Aware
Energy
Pack
Prep
Choice
Stress
Enjoy
Pack
Time
Shop
Money
Family
Work
Routine
Culture
Social
Health
Taste
Info/M
edia
Easy
Image
Change
Addict
Mood
Recipe
Quality
Money
Social
Prepare
Choice
Routine
Health
Time
Store
Shop
Mood
Amount
Taste
Family
Kids
Culture
Clean
Quality
Drink
Age
Travel
Change
Media/i
nfo
Pack
Work
Control
Waste
Enjoy
Diet
Treat
Easy
Money
Routine
Choice
Social
Stress
Prep
Taste
Enjoy
Time
Prepare
Choice
Enjoy
Kid
Routine
Taste
Health
Addict
Tech
Quality
Social
Money
Family
Culture
Mood
Diet
Control
Stress
Recipe
Media/
Info
Shop
Store
Pack
Travel
Easy
Social
Time
Enjoy
Drink
Diet
Mood
Sex
Routine
Control
Choice
Time
Routine
Prep
Health
Taste
Social
Role
Social
Money
Prepare
Enjoy
Choice
Mood
Time
Routine
Media/
Info
Taste
Amount
Stress
Kids
Drinks
Family
Change
Quality
Control
Travel
Work
Shop
Image
health
Role
Pack
Addict
Easy
Social
Routine
Time
Choice
Quality
Shop
Health
Pack
Enjoy
Taste
Family
Change
Control
Kids
Prepare
Money
Work
Image
Tech
Drink
Energy
Amount
Mood
Store
Stress
Shop
Prep
Choice
Routine
Kids
Time
Diet
Taste
Social
Health
Money
Time
prepare
Routine
Taste
Media/
Info
Social
Pack
Work
Enjoy
Easy
Stress
Family
Shop
Treat
Choice
Diet
Mood
Hunger
Role
Amount
Store
Health
Kids
Image
Prepare
Quality
Routine
Social
Time
Money
Culture
Media/
Info
Choice
Mood
Family
Drink
Diet
Enjoy
Change
Easy
Stress
Work
Travel
Size/a
mount
Health
Shop
Time
Enjoy
Shop
Role
Choice
Social
Tech
Money
Work
Quality
Kids
Storage
Control
Taste
Quality
Health
Social
Routine
Taste
Shop
Prepare
Money
Time
Enjoy
Choice
Culture
Info/m
edia
Amount
Image
Hunger
Diet
Stress
Drink
Easy
Recipe
Energy
Travel
Work
Routine
Choice
Enjoy
Storage
Social
Health
Tech
Taste
Role
Time
Quality
Age
Sport
Hunger
Travel
Enjoy
Advert
Diet
Work
Self
Shop
Family
Time
Hunger
Kids
Health
Quality
Role
Pack
Drink
Money
Health
Taste
Self
choice
Change
Hunger
Stress
Media
Age
Amount
Quality
Store
Quality
Mood
Enjoy
Easy
Stress
Hunger
TV
Money
Drink
Enjoy
Quality
Money
TV
Pack
Stress
Guilt
Diet
travel
Media
Size
Homemade
Pack
Kids
Circuit Board - Gender
G12
Male
Foodies
Galway
G3 Male
Foodies
Dublin
G8 M
Older
Singles
Dublin
G15 M
Youth
Cork
G10 M
Youth
Dublin
G7 F
Youth
Sligo
G11 F
Older
Singles
Cork
G6
Family
Mums
Mallow
G14
Family
Mums
E’scorthy
G9
Family
Mums
Dublin
G13
Family
Mums
Dublin
G5
Family
Mums
Dublin
G1
Family
Mums
Galway
G2
Family
Mums
Dublin
G4
Empty
Nesters
Kilkenny
G16 F
Empty
Nesters
Dublin
35-55
BC1
35-55
BC1
30-45
C1C2
18-25
C1C2
18-25
C1C2
18-25
C1C2
30-45
BC1C2
35-55
C2D
35-55
BC1
30-45
C1C2D
25-40
C2D
25-40
C2D
25-40
BC1
35-55
BC1C2
55+
BC1
55+
C1C2D
Prepare
Quality
Routine
Social
Time
Money
Culture
Media/
Info
Choice
Mood
Family
Drink
Diet
Enjoy
Change
Easy
Stress
Work
Travel
Size/a
mount
Health
Shop
Time
Enjoy
Shop
Role
Choice
Social
Tech
Money
Work
Quality
Kids
Storage
Control
Taste
Choice
Time
Routine
Prep
Health
Taste
Social
Role
Health
Choice
Quality
Routine
Money
Time
Mood
Social
Taste
Media/
Info
Drink
Social
Time
Choice
Enjoy
Health
Money
Media/i
nfo
Routine
Mood
Work
Amount
Taste
Drink
Prepare
Quality
Diet
Travel
Guilt
Culture
Family
Age
Aware
Energy
Pack
Prep
Choice
Stress
Enjoy
Pack
Time
Shop
Money
Family
Work
Routine
Culture
Social
Health
Taste
Info/M
edia
Easy
Image
Change
Addict
Mood
Recipe
Quality
Social
Time
Enjoy
Drink
Diet
Mood
Sex
Routine
Control
Social
Routine
Time
Choice
Quality
Shop
Health
Pack
Enjoy
Taste
Family
Change
Control
Kids
Prepare
Money
Work
Image
Tech
Drink
Energy
Amount
Mood
Store
Stress
Social
Money
Prepare
Enjoy
Choice
Mood
Time
Routine
Media/
Info
Taste
Amount
Stress
Kids
Drinks
Family
Change
Quality
Control
Travel
Work
Shop
Image
health
Role
Pack
Addict
Easy
Money
Social
Prepare
Choice
Routine
Health
Time
Store
Shop
Mood
Amount
Taste
Family
Kids
Culture
Clean
Quality
Drink
Age
Travel
Change
Media/i
nfo
Pack
Work
Control
Waste
Enjoy
Diet
Treat
Easy
Money
Routine
Choice
Social
Stress
Prep
Taste
Enjoy
Time
Prepare
Choice
Enjoy
Kid
Routine
Taste
Health
Addict
Tech
Quality
Social
Money
Family
Culture
Mood
Diet
Control
Stress
Recipe
Media/
Info
Shop
Store
Pack
Travel
Easy
Shop
Prep
Choice
Routine
Kids
Time
Diet
Taste
Social
Health
Quality
Health
Social
Routine
Taste
Shop
Prepare
Money
Time
Enjoy
Choice
Culture
Info/m
edia
Amount
Image
Hunger
Diet
Stress
Drink
Easy
Recipe
Energy
Travel
Work
Routine
Choice
Enjoy
Storage
Social
Health
Tech
Taste
Role
Time
Quality
Store
Quality
Mood
Enjoy
Easy
Stress
Hunger
TV
Money
Drink
Age
Sport
Hunger
Travel
Enjoy
Advert
Diet
Work
Self
Shop
Family
Money
Time
prepare
Routine
Taste
Media/
Info
Social
Pack
Work
Money
Enjoy
Health
Easy
Taste
Stress
Self
Family
choice
Shop
Change Treat
Hunger Choice
Stress
Diet
Media
Mood
Age
Hunger
Amount Role
Quality Amount
Store
Health
Kids
Image
Time
Hunger
Kids
Health
Quality
Role
Pack
Drink
Enjoy
Quality
Money
TV
Pack
Stress
Guilt
Diet
travel
Media
Size
Homemade
Pack
Kids
Circuit Board - Urban/Rural
G16 F
Empty
Nesters
Dublin
G5
Family
Mums
Dublin
G8 M
Older
Singles
Dublin
G3 Male
Foodies
Dublin
G13
Family
Mums
Dublin
G9
Family
Mums
Dublin
G10 M
Youth
Dublin
G2
Family
Mums
Dublin
G11 F
Older
Singles
Cork
G15 M
Youth
Cork
G1
Family
Mums
Galway
G12
Male
Foodies
Galway
G7 F
Youth
Sligo
G6
Family
Mums
Mallow
G14
Family
Mums
E’scorthy
G4
Empty
Nesters
Kilkenny
55+
C1C2D
25-40
C2D
30-45
C1C2
35-55
BC1
25-40
C2D
30-45
C1C2D
18-25
C1C2
35-55
BC1C2
30-45
BC1C2
18-25
C1C2
25-40
BC1
35-55
BC1
18-25
C1C2
35-55
C2D
35-55
BC1
55+
BC1
Routine
Choice
Enjoy
Storage
Social
Health
Tech
Taste
Role
Time
Quality
Money
Routine
Choice
Social
Stress
Prep
Taste
Enjoy
Choice
Time
Routine
Prep
Health
Taste
Social
Role
Store
Quality
Mood
Enjoy
Easy
Stress
Hunger
TV
Money
Drink
Money
Social
Prepare
Choice
Routine
Health
Time
Store
Shop
Mood
Amount
Taste
Family
Kids
Culture
Clean
Quality
Drink
Age
Travel
Change
Media/i
nfo
Pack
Work
Control
Waste
Enjoy
Diet
Treat
Easy
Social
Money
Prepare
Enjoy
Choice
Mood
Time
Routine
Media/
Info
Taste
Amount
Stress
Kids
Drinks
Family
Change
Quality
Control
Travel
Work
Shop
Image
health
Role
Pack
Addict
Easy
Social
Time
Choice
Enjoy
Health
Money
Media/i
nfo
Routine
Mood
Work
Amount
Taste
Drink
Prepare
Quality
Diet
Travel
Guilt
Culture
Family
Age
Aware
Energy
Pack
Shop
Prep
Choice
Routine
Kids
Time
Diet
Taste
Social
Health
Social
Time
Enjoy
Drink
Diet
Mood
Sex
Routine
Control
Time
Hunger
Kids
Health
Quality
Role
Pack
Drink
Time
Enjoy
Shop
Role
Choice
Social
Tech
Money
Work
Quality
Kids
Storage
Control
Taste
Health
Choice
Quality
Routine
Money
Time
Mood
Social
Taste
Media/
Info
Drink
Time
Prepare
Choice
Enjoy
Kid
Routine
Taste
Health
Addict
Tech
Quality
Social
Money
Family
Culture
Mood
Diet
Control
Stress
Recipe
Media/
Info
Shop
Store
Pack
Travel
Easy
Prepare
Quality
Routine
Social
Time
Money
Culture
Media/
Info
Choice
Mood
Family
Drink
Diet
Enjoy
Change
Easy
Stress
Work
Travel
Size/a
mount
Health
Shop
Prep
Choice
Stress
Enjoy
Pack
Time
Shop
Money
Family
Work
Routine
Culture
Social
Health
Taste
Info/M
edia
Easy
Image
Change
Addict
Mood
Recipe
Quality
Money
Time
prepare
Routine
Taste
Media/
Info
Social
Pack
Work
Enjoy
Easy
Stress
Family
Shop
Treat
Choice
Diet
Mood
Hunger
Role
Amount
Store
Health
Kids
Image
Social
Routine
Time
Choice
Quality
Shop
Health
Pack
Enjoy
Taste
Family
Change
Control
Kids
Prepare
Money
Work
Image
Tech
Drink
Energy
Amount
Mood
Store
Stress
Quality
Health
Social
Routine
Taste
Shop
Prepare
Money
Time
Enjoy
Choice
Culture
Info/m
edia
Amount
Image
Hunger
Diet
Stress
Drink
Easy
Recipe
Energy
Travel
Work
Diet
travel
Media
Size
Homemade
Pack
Kids
Enjoy
Quality
Money
TV
Pack
Stress
Guilt
Money
Health
Taste
Self
choice
Change
Hunger
Stress
Media
Age
Amount
Quality
Age
Sport
Hunger
Travel
Enjoy
Advert
Diet
Work
Self
Shop
Family
Circuit Board - Product Sector
Prepared
Fresh
Alcoholic
Non -Alcoholic
G1
Family
Mums
Galway
G2
Family
Mums
Dublin
G3 Male
Foodies
Dublin
G4
Empty
Nesters
Kilkenny
G5
Family
Mums
Dublin
G6
Family
Mums
Mallow
G7 F
Youth
Sligo
G8 M
Older
Singles
Dublin
G9
Family
Mums
Dublin
G10 M
Youth
Dublin
G11 F
Older
Singles
Cork
G12
Male
Foodies
Galway
G13
Family
Mums
Dublin
G14
Family
Mums
E’scorthy
G15 M
Youth
Cork
G16 F
Empty
Nesters
Dublin
25-40
BC1
35-55
BC1C2
35-55
BC1
55+
BC1
25-40
C2D
35-55
C2D
18-25
C1C2
30-45
C1C2
30-45
C1C2D
18-25
C1C2
30-45
BC1C2
35-55
BC1
25-40
C2D
35-55
BC1
18-25
C1C2
55+
C1C2D
Time
Prepare
Choice
Enjoy
Kid
Routine
Taste
Health
Addict
Tech
Quality
Social
Money
Family
Culture
Mood
Diet
Control
Stress
Recipe
Media/
Info
Shop
Store
Pack
Travel
Easy
Shop
Prep
Choice
Routine
Kids
Time
Diet
Taste
Social
Health
Time
Enjoy
Shop
Role
Choice
Social
Tech
Money
Work
Quality
Kids
Storage
Control
Taste
Quality
Health
Social
Routine
Taste
Shop
Prepare
Money
Time
Enjoy
Choice
Culture
Info/m
edia
Amount
Image
Hunger
Diet
Stress
Drink
Easy
Recipe
Energy
Travel
Work
Money
Routine
Choice
Social
Stress
Prep
Taste
Enjoy
Money
Time
prepare
Routine
Taste
Media/
Info
Social
Pack
Work
Enjoy
Easy
Stress
Family
Shop
Treat
Choice
Diet
Mood
Hunger
Role
Amount
Store
Health
Kids
Image
Prep
Choice
Stress
Enjoy
Pack
Time
Shop
Money
Family
Work
Routine
Culture
Social
Health
Taste
Info/M
edia
Easy
Image
Change
Addict
Mood
Recipe
Quality
Choice
Time
Routine
Prep
Health
Taste
Social
Role
Social
Money
Prepare
Enjoy
Choice
Mood
Time
Routine
Media/
Info
Taste
Amount
Stress
Kids
Drinks
Family
Change
Quality
Control
Travel
Work
Shop
Image
health
Role
Pack
Addict
Easy
Social
Time
Choice
Enjoy
Health
Money
Media/i
nfo
Routine
Mood
Work
Amount
Taste
Drink
Prepare
Quality
Diet
Travel
Guilt
Culture
Family
Age
Aware
Energy
Pack
Social
Time
Enjoy
Drink
Diet
Mood
Sex
Routine
Control
Money
Social
Prepare
Choice
Routine
Health
Time
Store
Shop
Mood
Amount
Taste
Family
Kids
Culture
Clean
Quality
Drink
Age
Travel
Change
Media/i
nfo
Pack
Work
Control
Waste
Enjoy
Diet
Treat
Easy
Social
Routine
Time
Choice
Quality
Shop
Health
Pack
Enjoy
Taste
Family
Change
Control
Kids
Prepare
Money
Work
Image
Tech
Drink
Energy
Amount
Mood
Store
Stress
Health
Choice
Quality
Routine
Money
Time
Mood
Social
Taste
Media/
Info
Drink
Routine
Choice
Enjoy
Storage
Social
Health
Tech
Taste
Role
Time
Quality
Enjoy
Quality
Money
TV
Pack
Stress
Guilt
Time
Hunger
Kids
Health
Quality
Role
Pack
Drink
Store
Quality
Mood
Enjoy
Easy
Stress
Hunger
TV
Money
Drink
Prepare
Quality
Routine
Social
Time
Money
Culture
Media/
Info
Choice
Money
Mood
Health
Family
Taste
Drink
Self
Diet
choice
Enjoy
Change Change
Hunger Easy
Stress
Stress
Media
Work
Age
Travel
Amount Size/a
Quality mount
Health
Shop
Age
Sport
Hunger
Travel
Enjoy
Advert
Diet
Work
Self
Shop
Family
Diet
travel
Media
Size
Homemade
Pack
Kids
Analyse themes
• Some correlation of theme with
•
demographics
‘Money’ is more prominent downmarket
§ (Indicative of deeper correlation, as much as a practical
issue)
• ‘Health’ is more prominent among nonfamily demographics
§ Empty-nesters - older, health problems?
§ Youth?
§ ‘Health’ discourse tangential to mainstream family food
motivations
Analyse themes
• NB: absence of correlation of themes with
•
•
demographics
§ EG: vs stronger correlation with product sector
Psychology varies with:
§ Product / Usage occasion / Social situation
Not by demographic
In the underlying psychology of food
and drink, consumers are more
alike than they are different
The Psychology
of food & drink
is monolithic
not fragmented
Analyse themes
• A fundamental psychology:
§ Childhood
§ Courtship
• Sense of difference
• Behavioural, cultural and evaluative postures
• Rather than significant differentiation in the
core psychology
§ ‘Food’ is not a niche product
Themes totalled
Social (16)
348 Shop (11)
144
Role (6)
55 Guilt (2)
12
Time (15)
336 Mood (11)
138
Travel (8)
54 Self (2)
10
Routine(15)
333 Media/Info
121
Easy (8)
52 Treat (2)
10
Choice (16)
323 Family (10)
103
Control (6)
49 Clean (1)
8
Money (15)
284 Stress (11)
103
Tech (4)
37 Sport (1)
7
Prep (12)
275 Drink (10)
100
Image (5)
35 Advert (1)
6
Enjoy (16)
261 Diet (10)
88
Hunger (5)
34 Aware (1)
5
Health (16)
210 Kids (8)
87
Addict (3)
26 Home-m (1)
5
Taste (15)
184 Work (10)
85
Age (4)
22 Waste (1)
5
Quality (15)
177 Pack (10)
84
Recipe (3)
18
Culture (6)
69
Size (2)
15
Amount (7)
67
Sex (1)
14
Storage (7)
65
TV (2)
14
Change (6)
55
Energy (3)
13
(1-16): number of
groups mention
Social
Time
Choice
family + kids + role
age + sex + self
routine + work
quality + pack + amount
easy + recipe
Money
Prepare
HUMAN
TIME
PRODUCT
MONEY
shop
ACTIVITY
Enjoy
taste + mood + stress
hunger + addict + energy + guilt
FEELING
Health
diet + control
HEALTH
Media/Info
culture + travel
image + TV + advert
CULTURAL
HUMAN
TIME
PRODUCT
MONEY
ACTIVITY
FEELING
HEALTH
CULTURAL
Major themes ranked
(1) FEELING
771
(2) TIME
754
(3) PRODUCT
721
(4) HUMAN
639
(5) ACTIVITY
419
(6) MONEY
284
(7) HEALTH
347
(8) CULTURAL
299
Analyse themes
• Major themes or categories of thought recur
• Including a cluster of themes and issues:
§ Food as a ‘product’
§ ‘activities’ required to make food happen
• Issues of ‘time’ - central major theme
• ‘Human’ relations and status
• Single most prominent category of thought is
that which involves evaluation
Analyse themes
• Most prominent psychological attribute …
• Most potent psychological attribute …
‘Enjoy’
• Enjoyment - simple idea
• Specific and often complex psychological
dynamics
PRODUCT
choosing quality, amount
TIME
rush, routine,
quality time
FEELING
enjoyment,
enjoyment, taste,
taste,
mood,
mood, stress,
stress, hunger
hunger
HUMAN
social relations, status, role
ACTIVITY
prepare,
shop
Deconstructing ‘Enjoyment’
• Self
§ Pleasure
§ Oral activity - infants
Deconstructing ‘Enjoyment’
• Intimately connected with
social being
§ ‘Phatic’ eating
§ Measure of social worth
Deconstructing ‘Enjoyment’
• Anthropology
• Food is constantly linked with
human culture
§ Central to domestic arrangement
§ Imagery
Deconstructing ‘Enjoyment’
• Time
• Food gives shape to chaos
• Preparation and consumption of
food
• Primary time-marker
• Key ritual - maps out the day
Deconstructing ‘Enjoyment’
• Pharmaceutical pleasure
• Not just nourishment, nutrition,
fuelling and filling
• Eating releases endorphins
• Well-being / Analgesia
• Resemble opiates
Towards a Central Psychology
• ‘Feeling’ and ‘Enjoyment’ are central
• Circumscribed enjoyment, not ecstatic
•
pleasure
The enjoyment is:
§ Containing
§ Organising / Orchestrating
§ Storage
§ Self-control / Deferment
Civilisation
Towards a Central Psychology
• Freud’s Pleasure Principle
•
§ Reduction of stimulus with age/reason
Enjoyment in the context of food:
§ Comfort / Cocooning
§ Homeostasis – remaining the same
§ No surprises / Predictability
NB: Equal and opposite psychological need for
extreme stimulation
“While there are multiple motivations
associated with the consumption of food
and drink, including the biological need for
nourishment and sustenance, for the typical
modern consumer in Ireland the selection
and consumption of food is centred on a
psychology which is not primarily to do with
biological needs, but instead is a category
of controlled enjoyment deriving from a
combination of social interactions and daily
time management”
“While there are multiple motivations
associated with the consumption of food
and drink, including the biological need for
nourishment and sustenance, for the typical
modern consumer in Ireland the selection
and consumption of food is centred on a
psychology which is not primarily to do with
biological needs, but instead is a category
of controlled enjoyment deriving from a
combination of social interactions and daily
time management”
BACKGROUND
Why, when, where & how
CONVERSATIONS
Reaching psychological motivations
PSYCHOLOGICAL ANALYSIS
PSYCHOLOGY & MOTIVATIONS
For food and drink
USING THE RESEARCH
Category & brand implications
Civilised Comfort
• Comfort, familiarity, continuity, and
•
•
•
predictability
Associated with eating food
Especially a cooked meal:
§ Recognisable recipe
§ Knife & fork
§ At a table, with others
Containing / Controlling:
§ Raw or savage ingredients
§ Raw or savage impulses
Civilised Comfort
• Freud’s pleasure principle
• Lacan’s plaisir
• Notion of the need to reduce
stimulation to acceptable levels
Civilised
Civilised Comfort
Civilised Comfort
Self Containment
Time Management
Peak Experience
Family Dynamics
Civilised Comfort
Physical Stimulus
Medical Health
Cultural Capital
Magical Transformation
Supporting
(FUNCTIONAL)
Supporting
(FUNCTIONAL)
Supporting
(EMOTIONAL)
Reactionary
Supporting
(EMOTIONAL)
Supporting
(FUNCTIONAL)
Time Management
•
•
•
•
“Breakfast time” “Lunchtime” “Dinner time”
Punctuation
Activity switching/stopping
Priorities = Self-identity
§ Foodies
§ Grazers
• Time management = control
Time Management
Psychological Motivation
We use food to break up
daunting blocks of time into
manageable units that we
can cope with.
Time Management
Categories Strongly Associated:
•
•
•
•
Frozen ready meals
Chocolate
Juices
Chilled meals
• Dry packet soups & sauces
Time Management
Likely Behaviours:
Unlikely Behaviours:
• Frozen pizza in fridge
• Friends for dinner
• Breakfast at home
• Cook from scratch
• Buy from butcher
• Home baking
Time Management
Likely to Say:
Unlikely to Say:
• Snack fills a gap
• Read the paper while
• Flavour is more
having dinner
important than
anything else
• Small breaks same time • Cooking is one way of
each day
• Always an emergency
meal in the freezer
• Food is a bother,
cooking is a chore
de-stressing
Magic Transformation
• Raw/untamed - Civilised/ordered
• Mankind taming the wilderness
• “Safe”
§ Place (kitchen)
§ Tools (knives and pots etc)
§ Gathering (shops)
• Drinks - harsh ingredients to smooth cocktail
Magic Transformation
Psychological Motivation
We want to convert what is
unpalatable and raw into
something safe and
delicious. In the process the
“consumer” may also be
transformed from cold
distance to warm intimacy.
Magic Transformation
Categories Strongly Associated:
•
•
•
•
Frozen desserts
Frozen fish products
Cakes, biscuits & pies
Yoghurt & yoghurt drinks
• Ice cream & frozen yoghurt
• Coffee
• Wet cooking sauces - jar or pouch
Magic Transformation
Likely Behaviours:
Unlikely Behaviours:
• Buy from a butcher
• Go to the pub
• Always look out for
• Eat in front of the TV
special offers when
• Have pizza in freezer
shopping
• Buy breakfast rolls
• Visit farmer’s markets
Magic Transformation
Likely to Say:
Unlikely to Say:
• Cooking is lots of fun
• I wish I never had to
• I don’t waste leftovers
cook again
• I enjoy preparing food - • Food is a lot of bother
the chopping, the sizzle • I don’t look forward to
• It’s handy to chuck in a
jar of sauce
• I relax in the kitchen
going shopping
• Cooking is a chore
• I’d murder a burger!
Peak Performance
•
•
•
•
•
•
•
Related to
Compulsive consumption
Addictive behaviour
Food usually = managed enjoyment
Exceptions
Alcohol
Peak Experience is about inducing stress
Peak Performance
Psychological Motivation
The desire to push the
boundaries and live life to
the extreme.
Peak Performance
Categories Strongly Associated:
•
•
•
•
Frozen chips / pizza / ready meals
Sweets & gum
Crisps & popcorn
Milk & cream
• Ice cream & Frozen yoghurt
• Coffee
• Beer & Spirits
Peak Performance
Likely Behaviours:
Unlikely Behaviours:
• Go to the pub
• Cook from scratch
• Eat on the move
• Buy from butcher
• Use jarred sauces
• Breakfast at home
• Eat in front of the TV
• Visit farmer’s markets
• Have pizza in freezer
• Home baking
• Carry bottled water
• Have bottle of whiskey
• Buy breakfast rolls
in the house
Peak Performance
Likely to Say:
Unlikely to Say:
• I’d go hell for leather at • It’s convenient to chuck
the weekend
• I’d murder a burger
• I need my coffee hit
a jar in
• We don’t go out as
much as we used to
• I eat what I’m handed
• I make sure there’s lots
• Comfort food improves
of vitamins in my food
my mood
• Cooking is a bit of fun
• I take care not to waste
leftovers
BACKGROUND
Why, when, where & how
CONVERSATIONS
Reaching psychological motivations
PSYCHOLOGICAL ANALYSIS
PSYCHOLOGY & MOTIVATIONS
For food and drink
USING THE RESEARCH
Category & brand implications
Usage
• Knowing your consumer better!
• Brand positioning
• Competitive mapping
• NPD ideas and insights
• Future innovation spaces
Presence and usage
of Juice Products
against the “Nonalcoholic
beverages”
category average.
Juices have their
strongest presence
in Time
Management with
strong roles in
many other
psychologies
Presence and
usage of Cheese
against the Dairy
category
average. Cheese
is strongest
positioned in
Magic
Transformation
Presence and
usage of Frozen
Pizza against the
Frozen Foods
category average.
Frozen Pizza has
its strongest
presence in Peak
Experience
Understanding
Consumer Motivations
The psychological motivations of food and drink consumption
If you wish to
persuade me,
you must think
my thoughts,
feel my feelings,
and speak my
words.
Marcus Tullius Cicero
(106 BC – 43 BC)
If I see the world through John
Smith’s eyes, I can sell John
Smith what John Smith buys …