Version 4 of 4 – Eye Tracking

Screening Question

Ask During Recruitment

Do you eat meat?

  1. Yes
  2. No

Do you eat Pork or Beef?

  1. Yes
  2. No

Why do you not buy/eat Pork or Beef?

  1. My beliefs

  1. Health reasons
  2. I don’t like the taste

  1. Other, please specify___

Introduction

This questionnaire is designed to help inform a research project being carried out by the University of Reading and the University of Kent.

Please consider your answers to the questions carefully, answer honestly, and take care to avoid mistakes.

Thank you for your help with our research.

Section A: Your Food Shopping Habits

Q1. Please indicate your gender.

  1. Female
  2. Male

Q2 Are you the main or joint food shopper in your household?

  1. Yes - I do most of the food & grocery shopping
  2. Yes - I am jointly responsible/ share with others
  3. No - someone else does it for me

Q3. Which of the following do you buy? Please select all that apply

  1. Beef
  2. Pork
  3. Lamb
  4. Chicken,
  5. Turkey
  6. Duck

Q4. Which type of meat do you buy most frequently?

Single choice

  1. Beef
  2. Pork
  3. Lamb
  4. Chicken,
  5. Turkey
  6. Duck

Q5. In which supermarkets do you buy meat? Please select all that apply.

  1. Aldi

  1. Tesco

  1. Budgens

  1. Sainsbury

  1. Asda

  1. Waitrose

  1. Morrisons

  1. Booths

  1. Spar

  1. Iceland

  1. Lidl

  1. The Co-Operative

  1. Marks and Spencer

  1. Other

Q6. How frequently do you buy the following?

Several times a week / At least once
a week / At least once
a month / Less Often
Fresh, Chilled
Frozen

Please tick as appropriate.

Survey Description

The label on food packaging displays a lot of information about the product which it contains. In this survey we use some popular meat based products.

All we need is for you to imagine you are shopping for these products and to tell us which option you prefer.

The type of information included on the food label includes:

Please take your time and be familiar with the attributes being used in this survey

Price / For any specific product the prices presented are based on those currently found in retail outlets in the UK.
Originof Meat / Origin of Meat informs consumers clearly about the origin of meat they may or may not choose to buy. Legislation requires this information to be made clear using text.
The Origin of Meat will be shown either by text (e.g. UK, Italy, USA) or by an image of a flag.
Quality Assurance / The Quality Assurance label can certify that the food was produced to certain quality standards for food safety, hygiene, animal welfare and the environment, and reflects standard industry practice – but not related to the origin of the product.
A Quality Assurance label may or may not be shown. If it is used it will either be:
Freedom Foods assurance label

International Quality assurance label
ProductQuality / Product Quality labels are used to inform the consumer that similar products can be made from or processed from different quality ingredients.
The product quality will be shown as either:
Basic (Lower quality)
Choice (Medium quality)
Premium (Highest quality)
Farming System / The Farming System used will be either:
Conventional –a farming system that employs intensive livestock production, using fertilizer, pesticides and chemicals, with an emphasis on production and profit. There is no symbol on the label for conventional production.
No symbol will be shown for a Conventional Farming System.
Organic –a farming system that does not use various forms of chemicals in the production process and which has standards of animal welfare which go beyond legal requirements.
Organic farming is represented by this image:

In the next section you will be presented with a practice card then 12 cards to complete.

  • Each card contains 2 food labels.
  • Each label contains information about a food product e.g. price, country or origin
  • Pick the option you would buy as if it were in a real shopping situation
  • The cards are unrelated, please treat each card individually.

There are no right or wrong answers

Task 1

We are now going to show you 12 choice sets of food labels for Pizza

12” Pepperoni Pizza

Each food labels contains the information described.

Please consider each choice set carefully and make you preferred choices

Remember please answer all tasks truthfully.

Even though only you know how truthful your answers are, people who consider the question carefully answer honestly and take care to avoid mistakes and score higher on the Truth Score and provide more reliable information for the survey.

Before you complete the actual task try the following practice choice card to make sure you understand the task.

Practice Choice Card

You are buying Pepperoni Pizza.

You have two options

Option A
“Choice” / Option B
“Basic”
Meat Origin:
EU
/ Price £3.75 / Meat Origin:
USA
/ Price £2.00

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 1

You are buying Pepperoni Pizza.

You have two options

Option A
“Choice” / Option B
“Premium”
Meat Origin:
Italy
/ Price £2.00 / Meat Origin:
EU
/ Price £3.75

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 2

You are buying Pepperoni Pizza.

You have two options

Option A
“Premium” / Option B
“Choice”
Meat Origin:
UK
/ Price £5.25 / Meat Origin:
EU
/ Price £2.00

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 3

You are buying Pepperoni Pizza.

You have two options

Option A
“Premium” / Option B
“Basic”
Meat Origin:
EU
/ Price £3.75 / Meat Origin:
UK
/ Price £2.00

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 4

You are buying Pepperoni Pizza.

You have two options

Option A
“Basic” / Option B
“Choice”
Meat Origin:
USA
/ Price £5.25 / Meat Origin:
UK
/ Price £2.95

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 5

You are buying Pepperoni Pizza.

You have two options

Option A
“Basic” / Option B
“Premium”
Meat Origin:
EU
/ Price £2.00 / Meat Origin:
Italy
/ Price £5.25

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here


Choice Card 6

You are buying Pepperoni Pizza.

You have two options

Option A
“Basic” / Option B
“Choice”
Meat Origin:
USA
/ Price £2.95 / Meat Origin:
Italy
/ Price £3.75

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 7

You are buying Pepperoni Pizza.

You have two options

Option A
“Choice” / Option B
“Premium”
Meat Origin:
USA
/ Price £2.95 / Meat Origin:
UK
/ Price £3.75

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 8

You are buying Pepperoni Pizza.

You have two options

Option A
“Choice” / Option B
“Basic”
Meat Origin:
UK
/ Price £3.75 / Meat Origin:
USA
/ Price £2.95

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 9

You are buying Pepperoni Pizza.

You have two options

Option A
“Premium” / Option B
“Choice”
Meat Origin:
UK
/ Price £2.95 / Meat Origin:
Italy
/ Price £3.75

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 10

You are buying Pepperoni Pizza.

You have two options

Option A
“Premium” / Option B
“Basic”
Meat Origin:
EU
/ Price £3.75 / Meat Origin:
USA
/ Price £2.95

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 11

You are buying Pepperoni Pizza.

You have two options

Option A
“Premium” / Option B
“Basic”
Meat Origin:
EU
/ Price £2.95 / Meat Origin:
Italy
/ Price £3.75

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here


Choice Card 12

You are buying Pepperoni Pizza.

You have two options

Option A
“Basic” / Option B
“Premium”
Meat Origin:
USA
/ Price £3.75 / Meat Origin:
EU
/ Price £2.95

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Debriefing Questions

We would like to understand how you made your choices

Which of the following attributes did you ignore when completing the choice task? (You can tick none or as many as required)

  1. Price
/ 
  1. Country of Origin
/ 
  1. Quality Assurance
/ 
  1. Product Quality
/ 
  1. Farming System
/ 

Please rank which of the attributes you considered most when making your choices.

1 = most considered attribute and 5 = least considered attribute

  1. Price
/ 
  1. Country of Origin
/ 
  1. Quality Assurance
/ 
  1. Product Quality
/ 
  1. Farming System
/ 

Task 2

We are now going to show you 12 more choice sets of food labels for Pizza

The information included on the food label in this part of the survey includes:

Price / For any specific product the prices presented are based on those currently found in retail outlets in the UK.
Calories / Calories arepresented as kcal per serving, which is half a pizza. The average male is meant to consumer 2,500 kcal per day and the average female 2,000 kcal per day.
Meat Origin / Meat Origin informs consumers clearly about the origin of meat they may or may not choose to buy.
The Country of Origin will be shown either by text (e.g. UK, Denmark, Thailand) or by an image of a flag.
For the specific meat product the choice of country of Meat Origin is informed by reference to current levels of imports for that particular product.
Quality Assurance / The Quality Assurance label can certify that the food was produced to certain quality standards for food safety, hygiene, animal welfare and the environment, and reflects standard industry practice – but not related to the origin of the product.
A Quality Assurance label may or may not be shown. If it is used it will either be:
Freedom Foods assurance label

International Quality assurance label
Produced / Produced indicates the country or region in which the product was produced.
As with Meat Origin either text or text and flag will be used to indicate country or region product was produced in.
ProductQuality / Product Quality labels are used to inform the consumer that similar products can be made from or processed from different quality ingredients.
The product quality will be shown as either:
Basic (Lower quality)
Choice (Medium quality)
Premium (Highest quality)
Farming System / The Farming System used will be either:
Conventional –a farming system that employs intensive livestock production, using fertilizer, pesticides and chemicals, with an emphasis on production and profit. There is no symbol on the label for conventional production.
No symbol will be shown for a Conventional Farming System.
Organic –a farming system that does not use various forms of chemicals in the production process and which has standards of animal welfare which go beyond legal requirements.
Organic farming is represented by this image:

In the next section you will be presented with 12 cards:

  • Each card contains 2 food labels.
  • Each label contains information about a food product e.g. price, country or origin
  • Pick the option you would buy as if it were in a real shopping situation
  • The cards are unrelated, please treat each card individually.

There are no right or wrong answers

Choice Card 1

You are buying Pepperoni Pizza.

You have two options

Option A
“Choice” / Option B
“Basic”
Meat Origin:
USA / Price £5.25 / Meat Origin:
Italy / Price £5.25
Produced:
UK / 255 kcal
per 100g / Produced:
EU / 315 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 2

You are buying Pepperoni Pizza.

You have two options

Option A
“Choice” / Option B
“Basic”
Meat Origin:
EU / Price £1.99 / Meat Origin:
USA / Price £2.95
Produced:
EU / 195 kcal
per 100g / Produced:
UK / 255 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 3

You are buying Pepperoni Pizza.

You have two options

Option A
“Premium” / Option B
“Basic”
Meat Origin:
UK / Price £5.25 / Meat Origin:
USA / Price £5.25
Produced:
UK / 195 kcal
per 100g / Produced:
EU / 315 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 4

You are buying Pepperoni Pizza.

You have two options

Option A
“Choice” / Option B
“Basic”
Meat Origin:
USA / Price £2.95 / Meat Origin:
EU / Price £2.95
Produced:
EU / 315 kcal
per 100g / Produced:
UK / 195 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 5

You are buying Pepperoni Pizza.

You have two options

Option A
“Basic” / Option B
“Premium”
Meat Origin:
UK / Price £3.75 / Meat Origin:
Italy / Price £3.75
Produced:
EU / 195 kcal
per 100g / Produced:
UK / 255 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 6

You are buying Pepperoni Pizza.

You have two options

Option A
“Basic” / Option B
“Choice”
Meat Origin:
USA / Price £1.99 / Meat Origin:
UK / Price £1.99
Produced:
UK / 315 kcal
per 100g / Produced:
EU / 195 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 7

You are buying Pepperoni Pizza.

You have two options

Option A
“Basic” / Option B
“Premium”
Meat Origin:
USA / Price £5.25 / Meat Origin:
EU / Price £3.75
Produced:
UK / 195 kcal
per 100g / Produced:
EU / 255 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 8

You are buying Pepperoni Pizza.

You have two options

Option A
“Choice” / Option B
“Basic”
Meat Origin:
EU / Price £2.95 / Meat Origin:
UK / Price £2.95
Produced:
EU / 255 kcal
per 100g / Produced:
UK / 315 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 9

You are buying Pepperoni Pizza.

You have two options

Option A
“Premium” / Option B
“Choice”
Meat Origin:
UK / Price £1.99 / Meat Origin:
EU / Price £1.99
Produced:
UK / 255 kcal
per 100g / Produced:
EU / 315 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 10

You are buying Pepperoni Pizza.

You have two options

Option A
“Choice” / Option B
“Premium”
Meat Origin:
Italy / Price £1.99 / Meat Origin:
USA / Price £1.99
Produced:
EU / 255 kcal
per 100g / Produced:
UK / 195 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 11

You are buying Pepperoni Pizza.

You have two options

Option A
“Choice” / Option B
“Premium”
Meat Origin:
Italy / Price £5.25 / Meat Origin:
UK / Price £5.25
Produced:
UK / 315 kcal
per 100g / Produced:
EU / 255 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Choice Card 12

You are buying Pepperoni Pizza.

You have two options

Option A
“Premium” / Option B
“Basic”
Meat Origin:
UK / Price £3.75 / Meat Origin:
EU / Price £3.75
Produced:
EU / 315 kcal
per 100g / Produced:
UK / 195 kcal
per 100g

If I had to choose A or B I would select

Select A Select B

BUT, if you believe that you would not buy this product then tick here

Debriefing Questions

We would like to understand how you made your choices

Which of the following attributes did you ignore when completing the choice task? (You can tick none or as many as required)

Price / 
Meat Origin / 
Produced / 
Calories / 
Quality Assurance / 
Product Quality / 
Farming System / 

Please rank which of the attributes you considered most when making your choices.

1 = most considered attribute and 7 = least considered attribute

Price / 
Meat Origin / 
Quality Assurance / 
Produced / 
Calories / 
Product Quality / 
Farming System / 

Some Final Questions

Please rate the extent to which you agree or disagree with the following statements:

Strongly Disagree / Neutral / Strongly
Agree
I want to know more about Country of Origin information. /  /  /  /  /  /  / 
I wish Country of Origin information were more widely available. /  /  /  /  /  /  / 
I enjoy reading about Country of Origin information. /  /  /  /  /  /  / 
I am interested in looking for Country of Origin information in labels. /  /  /  /  /  /  / 
I would like to receive additional Country of Origin information about food products. /  /  /  /  /  /  / 
I usually pay attention to Country of Origin information. /  /  /  /  /  /  / 
I use Country of Origin information when making various food selections. /  /  /  /  /  /  / 
I don’t spend much time reading Country of Origin labels when shopping. /  /  /  /  /  /  / 
I read about Country of Origin information in magazines, books or online. /  /  /  /  /  /  / 

The Country of Origin can be displayed in different formats on food packaging. Which option do you prefer?