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TLF Panel Case Study - Winterbotham Darby

By Darren Wake, Business Development Manager, TLF Research

Most of us enjoy eating croissants now and again. Perhaps as a treat or when we’re on holiday, or maybe as a change from the usual breakfast or snack. But the companies who bake croissants would love us to purchase and consume even more! 

Winterbotham Darby, is an award winning supplier of food products across the UK and Europe. Primarily for supermarket own label, its products include Parma ham, Spanish charcuteries and tapas as well as croissants and other morning goods. They also do a range of branded luxury chocolates called Chocochic, which look particularly tempting!

But before I get carried away, let’s get back to the croissants. As a supplier that believes in adding value to its customers’ category management, Winterbotham Darby were keen to find out exactly how people perceive croissants, understand the factors which influence whether we purchase them, and identify drivers which impact on overall sales. This type of insight will assist with their own R&D and help the supermarkets sell more croissants by meeting and satisfying consumer demand.

The Research
Winterbotham Derby decided to use The Leadership Factor’s online research panel (YourSayPays) to survey to a representative sample of 2500 UK consumers.

The questionnaire addressed these specific areas:

  • What is the profile of people who purchase and consume croissants?

  • What size would people prefer to eat i.e. mini or standard based on different occasions?

  • What croissants are people currently purchasing and for which occasions i.e. lunch box, breakfast, weekend treat etc?

  • If they were filled, which flavours would people like to see i.e. chocolate, strawberry?

  • Would people be interested in individually wrapped vs unwrapped croissants based on different occasions?

The Findings
The survey provided a number of interesting and useful insights, including:

  • 26% of people eat croissants at least twice every month

  • Tesco leads the way as the place where most people purchase croissants

  • 32% of people purchase croissants for their children as a breakfast treat

  • There was significant demand for individually wrapped mini sized croissants for children’s & adults’ lunchboxes

  • Strawberry Jam filled croissants was the most popular filling, selected by 36% of respondents.

Outcomes
The research provided Winterbotham Derby with some key insights with regards to new product development and product positioning. Armed with these insights, Winterbotham Derby were able to approach the supermarkets with an insight led strategy for growing sales of the product. They are currently putting the insights into practice, to grow sales of the croissant portfolio.

Next time you are in your local supermarket – look out for their pre-packaged croissants range!

 

Can Britain’s drivers see where they’re going???

Background
Ultralase are the UK’s longest established laser eye treatment specialists, with over 20 years experience. The Leadership Factor’s online panellists have taken part in a number of surveys for Ultralase, commissioned by their PR agency Lucre. The surveys have generated some interesting statistics and insights for stories which have helped Ultralase obtain substantial coverage in the media.

The Research
One survey was themed around people’s eyesight and driving. 2000 people were surveyed, 1000 who wear glasses or contact lenses and 1000 that don’t. The questions asked how long it had been since people had had an eye test, and how often people who wear glasses / contact lenses had driven without them. The survey also asked if respondents had ever been involved in a road accident and if that accident was down to poor observation by the driver.

The Findings
The survey revealed some rather worrying statistics for road users! 27% of people have not had an eye test in the last 4 years, and 5% admit that they have never had an eye test. Even worse, 39% of people who drive said they struggle to read road signs from distance or they ‘struggle to see clearly but they get by’. Of those who wear contact lenses or glasses, 32% admit to have driven without them, and 9% say they do this at least twice a week. When it comes to the question of whether people should have an eye test as part of their driving test, people overwhelmingly think so - with 90% saying it should be mandatory.

Outcomes
The results have been used in press releases to the mainstream media. Statistics regarding people who need glasses or contact lenses not wearing them when they drive are particularly powerful. Ultralase partnered with the charity ‘Brake’ to promote the research findings. Brake’s objective is to make roads in the UK a safer place, campaigning for safer roads for drivers, cyclists and pedestrians. Brake’s campaign for drivers to have a compulsory eye test at least every 10 years, was given a boost when the survey found many drivers have never had an eye test, despite in some cases many decades of driving, and some drivers had been involved in an accident due to poor visibility.

The press-release distributed jointly by Brake and Ultralase was considered an outstanding success. The campaign has generated over 50 pieces of coverage in the UK media to date. The research findings have been featured by RAC, AA, other motoring organisations, Sunday Sun and many regional newspaper titles.

Also, as 89% of people surveyed supported calls for eye tests to be made a compulsory part of the national driving test, Ultralase has launched an online petition on the matter.

Dr Kamlesh Chauhan, vice president of the College of Optometrists, was invited onto BBC Breakfast to discuss the findings of the research, which provided fantastic exposure for Ultralase. He said: 'It is important to have regular sight tests, especially for people who drive and find they are experiencing problems with their vision. The College recommends those over the age of 40 have an eye examination every two years but if there is an existing history of eye problems in the family, or you notice changes in your eyes or sight, it is always advisable to visit your optometrist as soon as possible.'

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