E.GMS.2025 - Australian Good Meat Community Segmentation
| Project start date: | 05 August 2024 |
| Project end date: | 08 March 2025 |
| Publication date: | 17 January 2025 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | National |
Summary
This project aims to utilise the depth of data captured through the annual community sentiment research to develop a robust attitudinal community segmentation with further profiling based on behaviour and demographics. The identified community segments and enhanced messaging (as developed through E.GCC.2025) will be used to drive Australian Good Meat content and campaign development in a targeted and strategic way.
Objectives
In FY24, under project E.CSR.2024, Australian Good Meat conducted focus group research to evaluate communication to determine messaging and effectiveness regarding the industry’s commitment to sustainability and animal welfare.
This research demonstrated the power of different communications to engage and communicate different messages to different audiences. This highlighted the complexity of the community audiences we are targeting and the need to segment the audience to identify the segments that provide the greatest opportunity for positive attitudinal shifts.
More information
| Project manager: | Heidi Brunker |
| Contact email: | reports@mla.com.au |
