A logo that sells Australian meat in China
The brief
One of Australia’s biggest meat industry associations wanted the most appealing logo and the most convincing claims for its meat packaging in China. It also wanted to know what Australian origin means to Chinese shoppers, how it compares with meat from elsewhere, and whether stating the percentage of a product that comes from Australia makes any difference.
Why it was hard
In a group, Chinese respondents tend to move towards the group’s view and avoid open criticism, to keep harmony and save face. In a logo test that can produce a false consensus: a winner that nobody actually prefers. And with food safety a constant worry for Chinese shoppers, claims about where meat comes from are read closely and sceptically.
How we did it
We ran focus groups in Shanghai and Guangzhou to compare three logo and tagline options. Before any discussion, each respondent rated and ranked the options privately on paper, so their first, individual reaction was on record before the group could shape it. Only then did our moderators open the discussion: why one option won, what Australian origin means to them, and whether a percentage claim reassures or confuses.
We then checked the result at scale with 400 street intercepts on tablets in the same two cities. The numbers backed up what the groups had found.
What the client got
A clear winning logo and tagline, with the reasons behind it, supported by both qualitative and quantitative evidence, plus a picture of what Australian origin is worth to Chinese shoppers.
What it shows
We design research around how Chinese respondents behave, so the answer you get is what people think, not what the group agreed to say.
Services: focus groups · quantitative fieldwork
