When Alan Kingston commissioned consumer research into his Glenilen Farm brand, the west Cork dairy farmer was in for a rude awakening. Shoppers felt that his products were “too polite”.
Kingston said the study by Spark Research in 2018, which involved eight focus groups, was the “farthest-reaching and most scientific” research carried out by his company to date.
“We found out that we were seen as a quiet brand on-shelf. We didn’t...
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