Sustainable FMCG Buyers Across France, Germany & the UK via CAWI

Project Overview :

A three-market European CAWI study with consumers aged 18–65 who actively purchase sustainable FMCG products, measuring claims credibility, willingness to pay, and packaging preferences using trade-off methodology.

Challenge :

The client needed comparable multi-country data with strict inter-market consistency, trade-off (conjoint-style) modules requiring careful translation and local adaptation, and 300 completes (100 per market) within 10 days — in a sample segment plagued by over-claiming and professional respondents.

Solution :

Cross-market consistency was engineered at every step:

• Harmonized Instruments : A single master questionnaire with market-specific linguistic adaptation reviewed back-to-translation.
• Trade-Off Module : Conjoint-style choice tasks forcing price vs. sustainability trade-offs to bypass stated-preference bias.
• Behavioral Screening : Past-purchase verification questions to separate genuine sustainable buyers from aspirational claimants.
• Unified QC Standards : Identical speeder, attention-check, and open-end validation rules applied across all three markets.

Project Results :

Target: France, Germany & UK, 18–65, active sustainable FMCG buyers.

N Size: 300 completed interviews (100 per market).

Incidence Rate (IR): 26%.

Length of Interview (LOI): 18 minutes.

Field Time: 10 days.

Fully comparable tri-country data delivered on schedule. Willingness-to-pay findings and credible-claims rankings directly informed the client's European packaging and communication strategy.