GB-Banbury: CFP601-001 Consumer Segmentation

Tender description

As part of its mission to accelerate the move to a sustainable resource-efficient economy, WRAP currently runs consumer campaign on food waste prevention, Love Food Hate Waste (LFHW; www.lovefoodhatewaste.com). WRAP wishes to commission a contractor to devise a consumer segmentation, and associated personae, to inform and drive campaigns for LFHW. This will involve, in phase 1, reviewing the evidence and insights already held for LFHW, in order to establish, with clear recommendations: •what the evidence tells us about the values, attitudes, motivations, knowledge, demographics and other characteristics that drive consumer behaviour, and how that behaviour could be influenced by social marketing; and •whether the insights held and / or new insights gathered via additional primary research could be used to develop a robust and practical segmentation of UK consumers for this area. Phase 2 will comprise the development of a segmentation by analysing quantitatively or qualitatively WRAP’s existing information and, where necessary, collecting and analysing additional primary data, to create personae to aid the targeting of campaigns and enable Love Food Hate Waste to drive change more efficiently.