Identifying the drivers of quality perception

Waitrose is renowned for the quality of its food and drink offering, and wished to cement this advantage by better understanding which product attributes are most effective at driving quality perceptions, across a range of categories. We undertook a programme of work to address this, utilising sophisticated multivariate analysis across 19 product categories. From this we identified product and brand attributes that were the key drivers of differentiation in consumers’ perceptions and preference, as well as the hygiene factors which must also be addressed, guiding the category teams around product development, POS and comms.