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Exploring UK consumer perceptions of sustainable food through social media

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Ipsos | ESG | Case study | Exploring UK consumer perceptions of sustainable food through social media

Ipsos | ESG | Case study | ChallengeOur client's challenge

Responsible sourcing is one of the key objectives our client, a FMCG company, identified in its ESG Goals.

They wanted to understand perceptions around sustainable food sourcing, with a view to informing company policy and positioning on the topic.

Ipsos | ESG | Case study | SolutionIpsos' solution

A deep-dive into consumer-generated conversations around sustainable sourcing on UK social media.

The Ipsos Synthesio study applied quantitative and qualitative techniques, including Synthesio’s AI Topic Modelling to identify new themes and touchpoints (e.g. the relationship between sustainably sourced and locally sourced food).

Ipsos’ proprietary Censydiam framework allowed us to illuminate consumer motivations.

Ipsos | ESG | Case study | ImpactThe impact on our client's business question

Following a successful debrief (in January 2022), the client expressed interest in several key findings – notably in regenerative agriculture.

The research provided vital context from the consumer voice on a topic with potential to touch all parts of the company's brands and communications.

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