Part 2 - Research Results

Preface

Part 2a Research Results  [ PDF format 157 kb ]

 5. Food labels in the wider context
 6. Nutrition labels
 7. Ingredient labelling
 8. Country of Origin labels
 9. Date marking

Part 2b Research Results [ PDF format 115 kb ]

10. Genetically modified, irradiated and novel foods
11. Organic labelling
12. Other labels
13. Legibility Issues
14. Non-label sources of information
15. The role of government
16. In-store Quantitative survey results

Part 2c Research Results

17. Conclusions and recommendations   [  html | PDF format 26 kb ]

PREFACE:

This project represented a qualitative research study.   A total of 18 focus groups were conducted, involving over 130 respondents.

As such, this research is not able to provide statistically reliable projections of consumers' opinions and behaviour, nor is it able to provide conclusive comparisons between sub-groups.   That is not the role of qualitative research; a quantitative representative survey of consumers is required to establish such measures.   What qualitative research is designed to do is:

• Identify issues that are salient to consumers;
  
• Elicit the level of understanding that consumers have of different food labels, and sources of misunderstanding / confusion;
  
• Identify specific beliefs and attitudes about the food labelling system, and uncover the reasons behind those attitudes;
  
• Obtain an understanding of how consumers use different food labels, in different settings and contexts;
  
• Elicit the broad spectrum of experiences that consumers have had with different food labels, and provide an understanding of how these experiences have helped shape consumers' perceptions of different food labels and the food labelling system.

Following accepted best practice for reporting qualitative research, this report:

• Focuses on views, opinions and experiences that were fairly consistent across the groups;
  
• Does not document isolated, or 'one off' comments, which have the potential to be misleading, and can distort the overall conclusions.   In the few instances where reporting an isolated comment is deemed appropriate, it is clearly identified as a peripheral view, and not representative of 'mainstream' opinion / experience.

In the main, findings between participants in Australia and New Zealand were consistent.  Where obvious or important differences were found, such as in regards to country of origin and genetically modified issues, they have been reported as such.   However, as the majority of groups were conducted in Australia, there is greater breadth of evidence available, in terms of illustrative comments and examples, from this component of the research.  It should be noted that any illustrative comment or example has only been used if it reflects a general finding between Australia and New Zealand (unless otherwise stated).

[  Structure of the Report | Part 1 - Executive Summary |  Appendices |  Full Report - No Appendices ( PDF format 554 Kb)  ]