Mini-Competition for Market Intelligence for AHDB
Qualitative Research
1.
Introduction
This document is a mini competition for the supply of one-off research to explore consumer
attitudes/opinions towards beef and lamb in Foodservice. The results will be used in
conjunction with research findings from secondary data sources and will feed in to the
publication of a trade report which the successful agency may be required to support.
Submissions for the provision of this one off project should be based on the information
contained within this document and sent to Sukhvinder Gill and Steven Evans in the format
outlined in section 4.
2.
Background
EBLEX are looking to promote the need to have greater offerings of beef and lamb on
menus in Foodservice and in order to do so they need to understand current consumer
attitudes/opinions to these meats in this channel. The insights derived from the research will
enable EBLEX to identify the barriers and opportunities to promoting these meats in
Foodservice outlets.
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Service Requirement
Research
Objectives
Review consumer attitudes beef and lamb in Foodservice.
The successful tenderer is to achieve this through:
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Reviewing opinions and attitudes on provenance including if consumers
are willing to pay more for Local/British and breed specific info for beef
and lamb on menus
Exploring the trade-off between quality and price when eating out (how
does this differ between channels)
Exploring current attitudes towards eating out- frequency, weekend vs.
weekday, channel choice and how this has changed through recession
and post-recession.
Identifying what the key differences for consumers when eating in home
versus out of home - cut choice, species etc..
Exploring specific mini joint and bone in steak attitudes and opinions as
a choice when eating out of home.
Discovering what types of information are needed to encourage
increased purchase of beef and lamb out of home? / Unfamiliar beef and
Lamb cuts? (Assurance)
Identifying which are the most attractive promotional deals
(Couponing/meal deals etc..)
Making distinctions in attitude/behaviour across key foodservice
channels.
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Requirements
Identifying the decision making process for consumers – do they choose
the meat and then the channel or channel and choose meat from menu?
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The proposal must clearly demonstrate that the research objectives listed
above can and will be met.
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The methodologies used to achieve the research objectives must clearly be
identified in the proposal with clear demonstration of how the approach
achieves the objectives in the proposal.
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In the first instance the proposal must contain costs for running focus groups
as a means to meet the research objectives. In addition, if alternative
methodologies are considered to better meet the objectives, these must be
described and demonstrated; costs and methodology for these must be set
separately. It must be made clear that the research can be completed
without these alternative methodologies.
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A full and comprehensive cost breakdown must be provided in the
proposal, including a breakdown of running both 6 and 8 focus groups. As
well as stating the costs of running additional groups if required (costs for 1
and 3 extra groups must be supplied). Any other costs (such as out of
pocket expenses) that will be incurred by the project must be included in the
proposal and detailed separately.
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The proposal must provide the following details:
Name and full contact details of the project manager that would be leading
this project.
Include CVs for key members of staff involved with the project.
A brief summary of suitability of the organisation to meet the research
requirements. Demonstrating, with reference to specific examples, a recent
successful track record with similar contracts.
Key targets and dates of achievement (timetable) for this project.
A breakdown of costs for all stages of the project excluding VAT
A breakdown of the number of days and day rates for each stage of the
project including both fieldwork and non-fieldwork stages of the project.
Details and experience of any 3rd party agencies that will be used to deliver
the research project. Cleary indicating the stage in which they would be
involved
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The appointed agency, should be prepared to attend a set-up briefing
meeting once appointed. This will be at the commencement of the project –
with the meeting being held on either the 28thJuly or 1st August.
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All recruitment and research must be completed by the 31st August 2014
with results to be presented back to AHDB/EBLEX on either 09th or 12th
September 2014.
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At least one of the focus groups must be held in both North and South
London, with an additional cost option provided if AHDB/EBLEX wishes to
have a viewing facility at these locations.
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The sample must be made of individuals who are regular out of home
consumers (at least once a month in Full service restaurants1) and all out of
home meat eaters.
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Focus groups must have appropriate GB geographical split and be a mixture
of males/female.
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Focus groups must also cover a range of consumers from varying household
sizes. Including one/two person households (young/retired/empty nesters)
as well as those in family groups.
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Research should cover quotas across a range consumers in terms of age,
gender and Occupational Groups
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Demonstrate a process for quality control and adherence to MRS code of
conduct.
Additional
Information
From the NPD Group data we know that beef accounts for 22% of out of
home protein servings and lamb only 1.5%, servings have increased by
3.9% and 1.6% respectively. With an incidence of 0.8% (and static)
consumer demand for lamb is very low, and there is a lack of main dish lamb
innovations. Lamb is predominately a Dinner occasion whilst beef a lunch
one. Beef and lamb are mainly eaten by males and older consumers
especially lamb.
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Any research tools e.g. discussion/guides used by the successful tenderer
must be approved by AHDB/EBLEX prior to any fieldwork taking place.
AHDB/EBLEX will provide copies campaign material to be tested.
Budget
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A budget of £15,000 - £18,000 ex VAT is available for this project.
Deliverables
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All recruitment and research must be completed by the 31st August 2014,
with results to be presented back to AHDB/EBLEX on either 09th or 12th
September 2014.
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Full service is defined as a full dining experience with waiting staff and where you receive the bill at the end
of the meal
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A detailed PowerPoint presentation of results is required with a face to face
de-brief at Stoneleigh Park either 09th/12th September 2014. A further
presentation to external stakeholders may also be required and costs for this
should be included in the proposal.
AHDB/ELBEX must control the usage of this research externally and the
appointed agency must be available to answer future questions on the
research when EBLEX produce a foodservice report in September/October
2014.
Structure of submissions and evaluation methodology
Evaluation of the tender will be undertaken in accordance with the following criteria and
weightings:
Demonstration of an understanding of the nature of AHDB, its divisions and their
objectives
- Demonstrate an understanding of EBLEX’s services and consideration of the
factors that may be affecting beef and lamb consumption within foodservice
Demonstration of a clear interpretation of the brief into strategic development
proposals
- Meeting delivery requirements set out in the brief. (5%)
- Clear demonstration of how the approach achieves the objectives (5%)
Understanding of role of market research for AHDB divisions
- Experience and expertise – being able to demonstrate, with reference to
specific examples, a recent successful track record with similar contracts
(10%)
- Demonstrate a process for quality control and adherence to MRS code of
conduct. (10%)
- Demonstrate appropriate recruitment and sampling approach to satisfy
requirements and meet objectives (10%)
Ability to deliver on-time and on-budget
- To enable comparability of proposals a full breakdown of costs should be
provided as per the requirements. (10%)
- A timetable for the project which identifies any risks in delivery should be
included. Ability to deliver to timescale outlined. (10%)
10%
10%
30%
20%
Innovation/creativity in proposals
30%
- Outline clear approach to bring out relevant consumer views across key
segments in order to meet research objectives. (15%)
- Highlight any proposed techniques to be used in the methodology and/or
analysis of the groups - clearly showing how they are relevant and link to the
research objectives. (15%)
AHDB will review tenders following the closing date, and may consult with interested parties
as part of the selection process. AHDB reserve the right to seek alteration of individual
tenders to meet the exact requirements and to decline all tenders should the requirements
not be met.
Your proposal must illustrate how you will meet each one of the service requirements set out
above and describe how you plan to deliver this service to AHDB.
Your proposal of no more than 7 sides of A4 (font size no smaller than Pt.11) should
be submitted and received by 12:00 Noon 16th July 2014 . Copies of CV’s can be
treated outside of the 7 side limit. Please send your proposals to the following
addresses:
Sukhvinder.Gill@ahdb.org.uk & Steven.Evans@ahdb.org.uk
Submissions will remain unopened until after the closing date and time has passed. Please
mark the email with ‘EBLEX Attitudes to beef & lamb in Foodservice’ in the subject.
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Timetable
Mini-competition circulated
02.07.2014
Deadline for receipt of responses (12.00 noon)
16.07.2014
Communication of intended award
23.07.2014
Contract commencement
25.07.2014
Fieldwork completed by
31.08.2014
Results presented by
Please note that these timescales are approximate and may change.
09 or 12.09.2014