Target groups: scientists / growers / agricultural advisors / processors / retailers / nutritionists / consumers
Exemplary studies:
- Organic cultivation: Motivation and barriers regarding conversion to organic cultivation. Differences organic wheat vs organic barley (TDIs with organic growers and non-organic growers)
- Rapeseed production plants: effectiveness of current campaign and development of future communication strategy (F2F interviews with growers)
- Oil seed rape and crop management cycle: influencing factors in the crop management cycle, experiences with current brands and future demands for developments (F2F interviews with growers; telephone interviews with scientists and agricultural advisors)
- Crop rotation: significance of second wheat vs barley in crop rotation (desk research and F2F interviews with growers)
- Food safety concerns: concept test of potential new products to improve food safety (TDIs with producers, processors, retailers and scientists)
- Fresh potato market: market trends; decision making process and stakeholders in sustainability initiatives (TDIs with fresh packers and retailers)
- Protein supplements: positioning of a new Ready-To-Drink protein (online community with sport performers, healthy actives and weight losers; TDIs with nutritionists and fitness coaches)
- Healthy and artisan bread: categories, key purchase drivers and expectations regarding supplements (focus groups with consumers)