Research on Consumer Perception towards Eating Quality and PGI Welsh Lamb

Tender description

HCC requires a supplier to provide in-depth qualitative research into consumer perception towards the eating quality of PGI Welsh Lamb. This work is likely to include a mix of in-person and remote interviews with consumers, and should include an investigation into consumer perception at all stages of the buying, preparing and eating journey. The research should include a capture of how consumer perception of PGI Welsh Lamb eating quality changes when consumers are exposed to information that challenges typical barriers to purchase – i.e. a wider repertoire of PGI Welsh Lamb dishes, as well as guidance on cooking and preparing various cuts of PGI Welsh Lamb. The aim of this research will be to ascertain how consumer perception and views on PGI Welsh Lamb quality changes during the full buying journey including pre-purchase, point of sale, preparation and consumption process. The research will support the understanding of consumer perception of PGI Welsh Lamb and will build on work already being delivered through the Welsh Lamb Meat Quality Project, more information on this can be found at: https://meatpromotion.wales/en/industry-projects/red-meat-development-programme/cynllun-safon-bwyta-cig-oen