Segmentation of food SMEs

Client:
Food Standards Agency
Start date:
January 2012
Completed:
December 2012

Brook Lyndhurst were commissioned by the Food Standards Agency (FSA) to develop a segmentation model of small and medium-sized businesses (SMEs) in the food retail and catering sectors, based on their attitudes to food safety and related regulations.

We were very excited to be working on this project with our expert advisors Tola Amodu, from the London School of Economics, and Andy Cosh, from the Centre for Business Research at the University of Cambridge, as well as with our project partner Databuild Research & Solutions.

Our methodology incorporated both primary and secondary research which informed the development of a large-scale quantitative survey of food SMEs, implemented by Databuild. We then used the survey data to build a segmentation model which groups food SMEs by their attitudinal characteristics.

The segmentation model allows the FSA and local authorities to develop communications and interventions to improve compliance levels that are directly tailored to the needs and motivations of specific segments, and to ensure that the most effective communications and interventions are selected in each instance.

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