‘Australian Made’ Meat Logo Research

Project Description

“Determine the most appealing logo to Chinese consumers for Australian meat”

THE CONTEXT OF THE RESEARCH

One of the biggest Meat Industry Associations of Australia wanted UniqueView to help them determine the most appealing logo and convincing claims for Chinese consumers for their meat products packaging. They also wanted to understand what meaning and significance meat originating from Australia had for them, and how desirable it is to them compared to other meat products. Finally, they also sought to does stating the percentage of a product that originates from Australia have any meaning for them? The main focus of the study was on comparing three options for logos and taglines to determine the most appealing of these, and why, with a secondary focus on exploring Chinese consumers attitudes and perceptions of meat originating from Australia.

OVERVIEW

A two-phase Exploratory Design was used for this study.

PHASE 1 – Focus Groups

Our team organised two focus group discussions in Shanghai and Guangzhou to initially evaluate the most appealing logo and convincing claims for Chinese consumers for their meat products packaging from 3 possible options presented to them. The purpose of the focus groups was to:

• identify which of the three logos and taglines was the most appealing to the respondents.
• understand their opinions, concerns, and the final ranking of the presented options
• their feelings, attitudes and beliefs around meat originating from Australia, and whether showing the amount of the product originating there made any difference to them
• There was generally wide overall consensus in the end as to which of the three logos and taglines was the most appealing. Particular care was taken to make sure true individual opinions were given free of the influence of the group to avoid a tendency to go along with the group opinion for social acceptance (see China’s Emphasis on Social Belongingness) and to save face (see Mianzi – The “Face” of the Chinese)

PHASE 2 – Street intercept (with tablet)

400 street intercept surveys were conducted in the same two cities to validate the findings of the focus groups quantitatively. The key findings from the focus groups were backed up by the results.

CONCLUSION

The research findings help our client figure out which is the most appealing logo and tagline to use on their products, and why, from Chinese consumers perspective. It also gave them valuable feedback about their views on products, particularly meat products, being of Australian origin.