For a company offering meal delivery services/dietary catering, we conducted a quantitative CAWI survey among customers of such services in Wrocław. The goal of the project was to provide accurate and reliable data that would enable the client to better understand the local market and plan marketing and sales activities more effectively.
Project Objectives
The study was designed to address key customer needs, such as:
- Consumer segmentation—identifying and describing the most important target groups.
- Data analysis to better understand the target audience—gaining insight into demographics, habits, and purchasing preferences.
- Price sensitivity analysis – determining price acceptance levels and the factors influencing purchasing decisions.
- Identifying key product features—determining which elements of the offering are the strongest drivers of purchase.
- Determining Brand Awareness Levels – An Analysis of the Recognition of Meal-Delivery and Diet Catering Brands.
- Identifying the most effective advertising media—determining the communication channels preferred by consumers.
Project Details
The survey was conducted among individuals who are responsible or jointly responsible for purchasing meal kits or dietary catering services in their households and who have used such services within the last 12 months. The CAWI survey was conducted on a sample of 100 respondents, selected using a stratified random sampling method that took into account gender, age, and regional office. The average time to complete the survey was 15 minutes.
Project Results
The client received a detailed report containing:
- Consumer segmentation enhanced with personas—practical profiles of target groups that facilitate the personalization of offerings and communications.
- User demographics and characteristics—a comprehensive overview of the market structure in Wrocław.
- Shopping Habits and Preferences – An Analysis of Purchase Frequency, Product Selection, and Factors Influencing Decisions.
- Price sensitivity analysis—determining price thresholds and demand elasticity.
- Identifying key product features—highlighting the most important aspects of the offering that motivate customers to make a purchase (e.g., quality of ingredients, menu variety, convenience).
- Brand Awareness Level – an assessment of consumer recognition of the most important brands.
- Identifying the most effective advertising media—recommendations for investing in the most effective communication channels.
What did the customer gain?
Thanks to the PMR study, the client obtained answers to the business questions that mattered most to them. The results made it possible to:
- An in-depth understanding of the local market and consumers of meal delivery/diet catering services in Wrocław.
- Improving the precision of marketing and sales targeting.
- Optimizing the product portfolio and pricing strategy using precise, verified data.
- Identification of areas and recommendations for effective communication and building brand recognition.
Summary
The PMR survey of consumers of meal kits and diet catering services in Wrocław is a tool that enables companies in the diet industry to effectively expand their offerings, build a competitive advantage, and make informed business decisions based on reliable market data.
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