Brand tracking research has recently been completed which enables the Healthyliving award (HLA) to determine awareness of HLA in Scotland, assess how this has changed since 2015 and will help inform future marketing plans. In 2014-15 research established baseline measures for various sectors including High Street, contract catering, public sector, community cafes and further/higher education.
The research involved using a quantitative CATI methodology to interview 654 businesses in Scotland. A quota sampling approach was taken in order to ensure that the proportion of each of the business segments in the sample, as listed above, and those in the new sample, (B&Bs and Hostels, Care sector, and Visitor Attractions) was broadly in line with those in the wider population.
The sample was drawn from across Scotland and selected at random, then screened to ensure that the person was responsible for decisions relating to catering practices in the outlet.
The research found that on all the key measure there has been no significant shift in awareness and understanding of the award. Measures for the new sample only differ significantly in respect of a higher level of prompted awareness of HLA name.
Recommendations from the research include; using marketing to address barriers by clearly illustrating benefits, a more focussed approach to targeting businesses and using digital channels to reach caterers.
Full report