Case study: McDonald’s
McDonald’s wanted to understand what the reaction was to a new flavour Milkshake and obtain useful data on what its customers really want.
We used a Buyer Reaction Survey (BRS) across a number of restaurants, ensuring a sufficiently good regional spread, and covering a sample size of 150. All interviewing was conducted through self-completion at the point of consumption/ purchase and was focused on buyers of the product under review.
Data Collection Methods
Our data collection methods focused on in-situ restaurant interviews in the UK.
x150 In-situ Restaurant Recruitment100%
x40-50 In-situ Restaurant Interviews Per Restaurant100%
Data Processing & PowerPoint Output Results100%
What We Delivered
To ensure a sufficiently good spread of region, we conducted the research across 3-4 restaurants. With a total sample of 150, that meant between 40-50 interviews per restaurant.
- Reason for purchase / Influencing factors for purchase
- How bought / What else bought
- When made decision to buy milkshake / What usually buy
- Frequency of visiting McDonald’s / Frequency of milkshake purchase
- Normal location for consumption / Normal flavour(s) consumption
The research was used to ascertain whether there was a market for the new flavour milkshake.