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Insight Report

for Epic Burger


Delivered by Team Avocado
Research Objective 1
To understand the perception of the
branding of "A More Mindful Burger"

There is no statistical association between people who


consider themselves to be an environmentally conscious
eater and those who perceive "A More Mindful Burger" to be
environmentally conscious

There is no statistical association between people who


41 % consider themselves to be a healthy eater and those who
of respondents perceive "A More Mindful Burger" to be healthy
perceive the branding as
"healthy"

63 %
of respondents
perceive the branding as
"environmentally conscious"
Research Objective 2
To investigate potential interest in
delivery
50 %

There is a slight association highlighting that someone who


frequently gets food delivered is based off their of respondents utilize
age (Millennials) food delivery services

Of the 50% of respondents that said they utilize food delivery


services, nearly 35% of them said they order from third party
services (GrubHub, Postmates, UberEats)

Of that 50%, only 3 respondents said they order food for


delivery weekly
Research Objective 3 52%
To evaluate the influence of social
media on consumer conversion Of participants chose Instagram as
their favorite social media platform

People that follow food brands on social media

are most likely to go to a restaurant because of

their social media content

As 75% of the food brand followers chose a

restaurant for that reason

47% of all people who do not follow any food

pages went to a restaurant that was appealing to

them on social media


Research Objective 4
To evaluate the quality of food

There is a group of consumers that do not believe burgers are healthy but still eat them anyway

66.7% of participants 73.3% of participants


reported that burgers can never be healthy reported they consider burgers to be healthy if it is
and reported that "taste > quality" a veggie burger and reported that they mostly
purchase healthy food but sometimes cheat

42.2% of participants
reported that they think burgers are healthy if they
are organic and reported that they mostly purchase
healthy foods but sometimes cheat
Research Objective 5
To investigate what goes into the
Millennial decision-making process

40

30

20 Millennials are more likely to eat out if the

10
restaurant is close to their apartment,
has the cuisine they like, and is cheap
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Millennials are price sensitive,


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80
especially college students
60

40

20 If more discounts were offered to college


0 students, they would more regularly eat at Epic
Burger
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Limitations
to our insights

Seeing that we only sampled Loyola


University Chicago students in a
convenience sample, we may have
compromised our data by not reaching
out to a more diverse demographic.
While we had enough survey
respondents to create a statistical
analysis, more data and more diverse
respondents would help to ensure
accuracy.
Works Cited

Most, Spencer. Personal interview. 24 January 2018.

Sarniak, Rebecca. "9 types of research bias and how to avoid them." Quirk's Media, Aug
2015. www.quirks.com/articles/9-types-of-research-bias-and-how-to-avoid-them

Pieper, Ellen. "What everyone needs to know about sampling." Quirk's Media, 13 Jan
2017. www.quirks.com/articles/what-everyone-needs-to-know-about-sampling

McNeill, Cassandra. "5 pitfalls in quantitative research and how to avoid them."
GutCheck, 10 Jan 2017. www.gutcheckit.com/blog/5-pitfalls-quantitative-research-
avoid/?utm_content=link

McNeill, Cassandra. "Keep online respondents engaged & focused with projective
techniques." GutCheck, 9 Feb 2017. www.gutcheckit.com/blog/keep-online-
respondents-engaged-focused-projective-techniques-tbt-edition/?utm_content=link
Connor Stevenson Cabrini Winkels Fabian Lifka

TEAM AVOCADO
will deliver a Millennial,
student point of view to
gain new market insight on
such topics as social
media, delivery, branding,
quality of food, and
purchase decision-
making.

Drew Jensen Morgan Gresham


Appendix
See attached documents in email