Umami Meats is cultivating the future of sustainable seafood with their ‘not caught’ cell-cultured seafood. To understand key differences in behaviours and perceptions for potential consumers in Singapore, Japan, South Korea and Hong Kong, they were looking to identify:
Following discovery sessions and consultations with Umami Meats, our Research Lead crafted a bespoke survey suitable to be used across multiple countries.
Our global operations team ensured that the questionnaire was accurately translated into four languages - considering cultural and linguistic nuances.
The data was analysed and key findings were presented to the client via a 90-page insights whitepaper. This provided a critical part of the client’s growth strategy into new markets.
Gather deep insights into their target audience and devise the right approach to enter new markets
Understand consumers' top considerations in order to guide product features, positioning and messaging
Create guidelines on suitable pricing that would entice consumers to try cultivated seafood for the first time
Daily home-cooked meals are still considered the norm in all markets - Singapore 42%, Japan 67%, South Korea 71% and Hong Kong 49%
90% of respondents in Singapore, Japan and South Korea - and 8/10 in Hong Kong - have consumed seafood in the last 6 months
The majority of people across all markets associated their product with 'cell-cultivated’ seafood - Singapore 29%, Japan 29%, South Korea 50% and Hong Kong 31%
Price is the top barrier to trying cultivated seafood across all countries, followed by perception of compromised taste and concern of long-term effects on personal health
We had a great experience working with Pureprofile. They spent time getting to know our company and our goals for the research and helped us to design a study that would capture the right information to answer our questions. Our study was carried out in multiple languages across multiple countries but the experience was seamless and handled well!
Mihir Pershad,
Founder & CEO, Umami Meats
Market, opinion & social research
Information Security Management
