Appendix : Technical Appendix Detailed Methodology Qualitative In-store Intercept Interviews Overview and purpose The initial research involved 25 x 15 minute in-store interviews with consumers in the midst of a purchase decision. The purpose of this qualitative research stage was to inform the subsequent quantitative research stage by providing realistic in-situ information regarding the most important factors to consumers when making product selections and purchase decisions. It was important to understand if consumers use the measurement marking when selecting products, and if so, under what circumstances they do this. It also provided an initial indication of consumers’ considered reactions to any proposed changes to measurement markings. Detail As the Department was interested in the measurement marking on packaged FMCG products, the following four retail environments were nominated as locations that would sell such products: Supermarkets, Pharmacy, Hardware and Liquor Stores. The number of interviews was weighted more towards the supermarket setting, due to the larger number and breadth of product categories displaying the measurement mark, and the need to understand differences between the various product categories. The interview stratification acknowledged the need to explore any socio-economic differences in purchase behaviours and use of labelling and packaging information. Interviews were initially stratified by state/territory (Adelaide and Canberra), retail environment (supermarket, pharmacy, hardware store and liquor store), then split to comprise half relatively lower and half relatively higher socio-economic locations. This was revised during the fieldwork to a 75:25 (lower:higher) split, as it became apparent that the measurement marking’s role in the purchase decision was primarily related to value for money calculations, and thus generally had higher importance for those in the lower socio-economic locations. Across the various locations, consumers interviewed were from a range of age groups, life-stages, and were shopping in different groups, to ensure a broad spread of opinions were ascertained. Interviews were conducted on various week days and weekend days at different times, to ensure diverse coverage. In addition, and of particular importance in the supermarket setting, interviewers asked consumers about their purchase decisions regarding a range of different product types, in order to understand the differences relating to measurement marking use. The interview structure is demonstrated in Table 1, overleaf. Table 1: Qualitative Interview Structure Adelaide Interview Structure economic Low-socio economic TOTAL location location
Appendix : Technical Appendix Detailed Methodology Qualitative In-store Intercept Interviews Overview and purpose The initial research involved 25 x 15 minute in-store interviews with consumers in the midst of a purchase decision. The purpose of this qualitative research stage was to inform the subsequent quantitative research stage by providing realistic in-situ information regarding the most important factors to consumers when making product selections and purchase decisions. It was important to understand if consumers use the measurement marking when selecting products, and if so, under what circumstances they do this. It also provided an initial indication of consumers’ considered reactions to any proposed changes to measurement markings. Detail As the Department was interested in the measurement marking on packaged FMCG products, the following four retail environments were nominated as locations that would sell such products: Supermarkets, Pharmacy, Hardware and Liquor Stores. The number of interviews was weighted more towards the supermarket setting, due to the larger number and breadth of product categories displaying the measurement mark, and the need to understand differences between the various product categories. The interview stratification acknowledged the need to explore any socio-economic differences in purchase behaviours and use of labelling and packaging information. Interviews were initially stratified by state/territory (Adelaide and Canberra), retail environment (supermarket, pharmacy, hardware store and liquor store), then split to comprise half relatively lower and half relatively higher socio-economic locations. This was revised during the fieldwork to a 75:25 (lower:higher) split, as it became apparent that the measurement marking’s role in the purchase decision was primarily related to value for money calculations, and thus generally had higher importance for those in the lower socio-economic locations. Across the various locations, consumers interviewed were from a range of age groups, life-stages, and were shopping in different groups, to ensure a broad spread of opinions were ascertained. Interviews were conducted on various week days and weekend days at different times, to ensure diverse coverage. In addition, and of particular importance in the supermarket setting, interviewers asked consumers about their purchase decisions regarding a range of different product types, in order to understand the differences relating to measurement marking use. The interview structure is demonstrated in Table 1, overleaf. Table 1: Qualitative Interview Structure Adelaide Interview Structure economic location Low-socio economic location TOTAL