Short answer
Designers and businesses in the food service sector must segment their market based on current consumer preferences, particularly those influenced by recent global events, to create relevant and appealing offerings.
- Field
- Innovation & Markets
- Source
- International Journal for Quality Research (2023)
- Method
- Mixed-methods research (qualitative, quantitative pilot, and full quantitative study)
- Sample
- 2,102 participants
- Evidence
- Strong effect
Consumer behaviour in food services significantly shifted during the pandemic, leading to the identification of five distinct market segments based on their preferences and determinants for using these services. This innovation & markets research insight is drawn from a 2023 study published in International Journal for Quality Research. Using Mixed-methods research (qualitative, quantitative pilot, and full quantitative study) with 2,102 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and businesses in the food service sector must segment their market based on current consumer preferences, particularly those influenced by recent global events, to create relevant and appealing offerings.
Pandemic reshapes food service preferences, creating distinct consumer segments
Consumer behaviour in food services significantly shifted during the pandemic, leading to the identification of five distinct market segments based on their preferences and determinants for using these services.
International Journal for Quality Research · 2023
Key Findings
- 01Five distinct consumer segments were identified within the food service market.
- 02Consumer preferences for food services were significantly influenced by the pandemic.
- 03Attractiveness, economic factors, and socio-cultural determinants play key roles in consumer choices.
Application
Design takeaway
Designers and businesses in the food service sector must segment their market based on current consumer preferences, particularly those influenced by recent global events, to create relevant and appealing offerings.
How to apply
Conduct market research to identify key consumer segments in your target market, paying close attention to how recent events or trends have influenced their preferences and decision-making processes.
Project actions
- 01When researching a product or service, consider how external factors like a pandemic might change user behaviour.
- 02Use surveys to gather data on preferences and then analyze it to find patterns or groups of users.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Large, representative sample size for quantitative research.
- +Mixed-methods approach provides a comprehensive understanding.
Limitations
The sample size and geographical focus might limit the generalizability of findings to other contexts.
Reliability & validity
The use of a representative sample and a structured questionnaire enhances the reliability and validity of the quantitative findings. The mixed-methods approach also contributes to triangulation of data.
Think critically
How might the identified consumer segments and their preferences differ in a market with different cultural norms or economic conditions?
Design Principles
"Market segmentation based on evolving consumer needs and contextual influences is essential for effective product and service design."
Understanding these evolving consumer preferences is crucial for businesses in the food service industry. Identifying and catering to specific segments allows for more targeted product development, marketing strategies, and operational adjustments, ultimately enhancing business resilience and competitiveness in a dynamic market.
What This Means for Your Design
The pandemic changed how people choose to eat out, creating different groups of customers with unique needs that businesses need to understand.
How to use in your project
- 1.Use the segmentation approach to justify focusing on a specific user group for your design project.
- 2.Refer to the identified determinants (economic, social, cultural) as potential areas to investigate for your target users.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the critical importance of market segmentation, particularly in dynamic environments such as the post-pandemic food service industry. By identifying distinct consumer segments based on evolving preferences and key determinants like economic and socio-cultural factors, businesses can develop more targeted and effective product and marketing strategies. This approach is vital for any design project aiming to address specific user needs within a changing market landscape.
Source
International Journal for Quality Research
CONSUMER PREFERENCES AND SEGMENTATION OF CONSUMERS OF FOOD SERVICES IN POLAND – DURING PANDEMIC
journal · 2023
View sourceQuestions About This Research
- What does the research say about pandemic reshapes food service preferences, creating distinct consumer segments?
- Designers and businesses in the food service sector must segment their market based on current consumer preferences, particularly those influenced by recent global events, to create relevant and appealing offerings. Evidence: International Journal for Quality Research (2023).
- Why does "Pandemic reshapes food service preferences, creating distinct consumer segments" matter for design?
- Understanding these evolving consumer preferences is crucial for businesses in the food service industry. Identifying and catering to specific segments allows for more targeted product development, marketing strategies, and operational adjustments, ultimately enhancing business resilience and competitiveness in a dynamic market.
- How can designers apply this research?
- Designers and businesses in the food service sector must segment their market based on current consumer preferences, particularly those influenced by recent global events, to create relevant and appealing offerings.
- What were the main findings?
- Five distinct consumer segments were identified within the food service market.. Consumer preferences for food services were significantly influenced by the pandemic.. Attractiveness, economic factors, and socio-cultural determinants play key roles in consumer choices.
- What research method was used?
- Mixed-methods research (qualitative, quantitative pilot, and full quantitative study) with 2,102 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from International Journal for Quality Research.
- What should I do differently in my next project?
- Conduct market research to identify key consumer segments in your target market, paying close attention to how recent events or trends have influenced their preferences and decision-making processes.
- What are the limitations?
- The study is specific to the Polish market and the pandemic period, and findings may not be directly transferable to other regions or times.