Data in the Food and Grocery Industry
Description
Never has access and the effective use of data been more important than in today’s tough trading environment. Major retail trade partners are investing heavily in consumer insight capability, with a significant focus on consumer-led selling. Access to data can be expensive and the skills required to effectively extract opportunities and insights can limit many business in driving real growth.
This report, developed in partnership with Glow, reflects the results of a recent industry survey; identifying and evaluating potential opportunities to re-balance consumer
insight capability, highlighting the specific data and metrics required for FMCG industry.
Research notes
In 2016 an on-line survey was distributed to AFGC members and followed up by a series on one-to-one interviews with senior executives. Purpose of the Survey:
• Provide industry specific insight into the use and access of consumer insights data
• Understand the ease of access to consumer data that supports business strategy
• Provide the AFGC with a fact base to support members via advocacy
• Review top of mind issues impacting consumer data requirements
The online survey was further enhanced by eleven in-depth interviews designed to allow more
detailed conversations on the types of data industry needs to meet the industry and consumer
needs. Each interview took 45-90 minutes, covering a broad range of data opportunities. Survey
participants and interviewees ranged from CEO’s, Sales Directors, Senior Executives and
National Account Managers. Key themes from the interviews are included throughout the report.