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Genetically Modified Food |
Background
Our client was concerned about consumers’ awareness of genetically modified food. Research was therefore commissioned amongst general food shoppers.
Objectives
To explore perception of genetic modification and the options available, labelling, and consumers’ attitudes to the process.
Approach
We conducted a series of groups with men and women who were responsible for buying food for themselves and their family.
Outcome
Participants were generally very cynical about food ‘scares’ - they felt that anyone could argue that anything was dangerous/bad for you in theory. What they were interested in was substantiated evidence to allow them to make an informed decision. That is, they accepted that all food in today’s world was necessarily imperfect - many argued that in the past the risks had been much greater - but all felt that in the age of satellite communications and hi-tech food preparation, information was everything. Informed choice was a principle close to all consumers’ hearts.
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Case Studies