Determining the Appropriate Response to Evidence of Public Concern: The Case of Food Safety

With social issues again close to the top of the research agenda for marketers, policy makers are increasingly likely to be presented public opinion research findings that suggest the public is very concerned about issues within their jurisdiction. Such findings have some shortcomings as a basis for policy decision making however. It is often difficult to interpret the practical importance of consumers’ expressed levels of concern, and concern alone tells nothing about what actions will be seen as ameliorating the problem. Alternative methods, borrowed from more mainstream marketing research, can readily overcome these shortcomings. To illustrate, the authors report the findings of a low cost study designed to identify what citizens want a government department to do in response to polling suggesting high levels of concern about food safety.