June 2009

Three parallel, linked conjoint analysis studies were conducted in Germany, France and the UK to identify which features and communications about cheese products drive consumer interest.   In each study, consumers evaluated 60 unique concepts comprising 2-4 elements dealing with ‘types of cheese, emotional benefits, and country of export. The elements varied in the degree to which they drove interest. The results are discussed in terms of how knowing these segments can guide product developers and marketers through the creation of inbound ‘micro-sites’ for development and outbound ‘targeted selling messages’ for sales.

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