1. STRUCTURE OF THIS REPORT
The report is divided into three parts:
1. Executive Summary
- A concise overview of the aims, methodology, and key findings.
2. Research Results
- A detailed presentation and interpretation of the results, and implications of those findings for the second stage of research.
There are three sources of data from which the results and recommendations are drawn:
- Qualitative discussion groups (the primary information source);
- Individual written exercises, undertaken in the focus groups (see Appendix C)
- Quantitative in-store survey of shoppers.
It should be noted, however that this stage of the research was essentially a qualitative project, and the main report reflects this.
The in-store survey was not drawn from a nationally representative sample and the percentage of consumers interviewed in-store out of the total number of shoppers in each store at the time of the survey is unknown.
For this reason, quantified findings have been drawn upon where they add weight or further insight to the qualitative findings. A more detailed interpretation of the in-store survey results, including the presentation of data in table format, is presented separately in Section 16.
3. Data Tables
A full set of Data Tables from the quantitative survey is provided in a separate document, together with the Survey Questionnaire. The Data Tables present a comprehensive listing of all survey data in questionnaire sequence, for the total sample and broken down by various demographic and behavioural sub-groups.
[ Part 1 - Executive Summary | Part 2 - Research Results | Appendices | Full Report - No Appendices ( PDF format 554 Kb) ]