A Mixed Method Approach for the Investigation of Consumer Responses to Sheepmeat and Beef

Coupling qualitative and quantitative consumer research methodologies enables the development of more holistic and comprehensive perspectives of consumer responses. In this study, consumer responses to beef and sheepmeat were investigated using a mixed method approach combining perceptual mapping (qualitative), and sensory (quantitative) methodologies. Qualitative insights indicated Australian and Asian consumers differ in perception of familiarity and 'premiumness' of meat products. Specific findings included: Australians consume grilled or roasted meat as a centre of the plate 'hero' ingredient, while Asians prefer stovetop cooking methods where meat is one ingredient in a complex dish. Labelling meat as 'Australian' was important for Australian consumers but not for Asian consumers. Quantitative data demonstrated that older consumers (31-70 years) scored sheepmeat higher than younger consumers (18-30 years) for healthiness (p = 0.004), juiciness (p = 0.029), odour liking (p = 0.005) and tenderness (p = 0.042). Older consumers also had a lower willingness to pay than younger consumers for "premium" quality meat; 30-40 vs. 40-50 AUD (Australian dollar) per kg respectively for sheepmeat, and 40-50 vs. 50-60 AUD per kg respectively for beef. In conclusion, the approach used effectively integrated consumer attitudes, usage information and sensory assessments with socio-demographic factors to generate insights for the refinement of market strategies and product offerings.