Consumer Focus
Understand
The case studies in the research all put considerable effort into understanding the values of their final consumers. This included using tools such as:
Consumer surveys;
Focus group discussions;
Taste tests;
Recording feedback on web-based platforms; and
Interviewing chefs in restaurants.
An important element was to create a clear understanding of the target consumers who valued the quality attributes of the product supplied by the value chain.
Questions for developing a value chain
Can the value chain describe the consumers in its target market segment?
What attributes do these consumers value in the products supplied by the value chain?
How does the value chain better understand these consumers, including changes in their values over time?
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