Sustainable FMCG Buyers (France, Germany & UK)

What the client needed

Three hundred self-declared sustainable FMCG buyers (100 per market) across France, Germany, and the UK: which claims they trust, what they'll pay extra for, and what packaging they prefer.

Why it was hard

Three comparable samples, a choice-task module needing careful translation, and a segment full of over-claimers — in 10 days.

How we ran it

• One master, three adaptations: Single questionnaire with back-checked local versions.
• Forced trade-offs: Choice tasks pitting price against green attributes — no free “very important” votes.
• Behavioral screens: Past-purchase verification separating real sustainable buyers from well-wishers.
• One QC bar: Same speeder, attention, and open-end rules in all three markets.

Results

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

Completes: 300 (100/market). Incidence: 26%. LOI: 18 minutes. Field: 10 days.

Comparable tri-country data on time — willingness-to-pay and trusted-claim rankings that set the client's European packaging calls.