Eolas International was employed by a major FMCG Food Multinational to understand
the impact of product quality issues on its consumers in the UK and Italy. Using the
results of this research the client would be able to focus its quality improvement budgets
on areas of most importance to consumers.
Eolas International used a mixture of qualitative and quantitative research to identify the
product quality issues which were of most importance to consumers and to understand
the impact of these issues on future purchase intention for each consumer. Firstly, Eolas
International carried out in-depth interviews with 30 regular consumers of the products
in each country to understand the range of quality issues they had encountered in their
product usage history. Eolas International also presented potential issues to these
consumers to gauge their reaction. Then, in a quantitative study, Eolas International
interviewed 160 consumers in each country. This ultimately measured the relative
importance of each issue and also included the impact on future purchase intention.
The client used the research to focus product quality improvement programmes in the key
areas of most impact to consumer. Some of these issues were happening in the
manufacturing process and others were the responsibility of the supply chain.
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