CRC Consumer Insights, Market Research and Food Trends

Question 1

A team wants to explore why consumers might choose a plant-based breakfast sandwich, before any hypotheses exist. Which method fits best?

Accepted Answer

Focus groups or in-depth interviews (qualitative research)

Answer

Qualitative methods such as focus groups and in-depth interviews are exploratory. They uncover motivations and language that later quantitative research can measure.

Question 2

In the Menu Adoption Cycle, which stage describes a trend that appears mostly in fine dining and independent ethnic restaurants?

Accepted Answer

Inception

Answer

Trends usually start at Inception in fine dining and ethnic independents. They then move to Adoption in upscale casual places, Proliferation in chains, and Ubiquity in grocery and quick-service restaurants.

Question 3

In a concept test, 'top-two-box purchase intent' means:

Accepted Answer

The share of respondents who answered 'definitely' or 'probably would buy'

Answer

On a 5-point purchase-intent scale, top-two-box adds up the two highest answers ('definitely would buy' and 'probably would buy'). It is a standard benchmark for deciding whether a concept moves forward.

Question 4

Researchers watch consumers cooking dinner in their own homes to learn about real meal-prep habits. This method is called:

Accepted Answer

Ethnographic research

Answer

Ethnography observes people in their natural setting. It often reveals unmet needs and habits that consumers can't put into words in a survey.

Question 5

Which technique estimates how much consumers value product attributes (price, protein content, flavor, claim) by having them choose between bundles of attributes?

Accepted Answer

Conjoint analysis

Answer

Conjoint analysis shows respondents combinations of attributes and models their trade-offs. The result is the relative importance of each attribute and level, which guides product and price decisions.

CRC - Certified Research Chef Practice Test

CRC - Certified Research Chef Practice Test

CRC Consumer Insights, Market Research and Food Trends