Focus Group in the sheep and beef farming sector

For the Sardinian consultancy firm LM Consulting, specialized in the study of marketing strategies for the launch of food products, we followed, in collaboration, a qualitative research project in the sheep and beef sector.

The CEO of LM Consulting, Antonio Lorenzoni , selected us for a project involving a leading group specialized in the breeding and production of high-quality meat and had the need to understand:

1. The perception of products raised in a defined geographical area in relation to products already established on the market (e.g. Chianina, Limousine, etc.)

2. The intention to purchase meat from new areas.

3. the packaging hypotheses

The methodology chosen to obtain these marketing insights was the use of focus groups with tastings aimed at both the Ho.Re.Ca. target and the final consumer target .

The focus groups were characterized by the tasting of different meats (including products with high added service value) and the discussion focused on the perceptions and projections of use and experience of meats (thanks to a discussion guide built to avoid obvious answers).

The focus groups were moderated in Lombardy and Sardinia and organized in all aspects of field research such as finding interviewees , for the total duration of the research project of approximately 1.5 months from the start to the final report.

The use of focus groups has therefore allowed us to detect important and reliable information for the company's future choices.