Market Research & Planning

Market Research & Planning

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Use filters to create a short list by choosing from the options below. You can choose one or more options from topics, types, and dates or combine them as well. For example, you can choose multiple topics and also select a date to narrow down the results.

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Welcome to the market research landing page. We strive to provide insights on a range of subjects, using many formats. Most of the studies undertaken focus on the consumer, but that doesn’t mean that you can’t find an overview on macro demographic shifts, rancher participation in the Beef Quality Assurance program, or key planning trends.

Below you will find snapshot overviews of research projects that have been undertaken, copies of trend articles written by the market research team for Beef Issues Quarterly, and seminars that have been conducted at industry conventions. We have sought to make navigation easy in several ways:

  • You can create a short list by choosing a topic at right. For example, a subset of our overviews concern millennials, the generation now entering adulthood, and a key group for beef demand looking forward. Choose millennials/target audience as your “topic” to condense the articles offered. 
  • You can scan for imagery below. We have, for example, used a chef’s hat to draw your attention to articles about the foodservice channel. 
  • You can use the search functionality to locate stories based on a set of unique tags to Market Research only. For example, if you saw a presentation in Nashville, “X” the box to filter for “Beef Industry Conventions/Conferences” and look for the picture for Nashville In the results.

We welcome your input, and hope the information provided here serves all in the beef industry to more effectively tell the consumer about our great product.

Results 1 - 10 of about 105.

Website Icon Testing

As part of the Beef It’s What’s for Dinner website redesign, the Beef Checkoff Team conducted research with Millennials to understand which icons best fit with key words.  The Team also tested new visual representations of nutrition facts to be featured within recipe pages on beefitswhatsfordinner.com. Click on the link to learn more about the website icons tested.



Tags: Market Research & Planning, Nutrition & Health

Published: 2017

Producer Profiling Project

In support of the 2017 Cattlemen’s Stewardship Review, the market research team conducted a producer survey to profile the beef industry. The survey included telephone interviews with 679 producers across the U.S. In summary, American cattlemen differ widely in terms of their operation but they share important commonalities which focus on doing the right thing for the animal and their land to ensure a safe/quality product. Click on the link below for an overview of the research.

Tags: Market Research & Planning, Production Practices, Research Findings

Published: 2017

Consumer Beef Index, March, 2017

The Consumer Beef Index is a key research survey fielded with 1000+ plus consumers twice a year. In the spring 2017 wave of the study 77% of consumers noted beef was their first choice, or a top choice, 93% noted eating beef at least monthly … both very strong results. Taste and a desire to eat more protein continue to be strong rationales for consuming more beef, while nutritional, production and price concerns are given as reasons for cutting back on beef consumption.  

Tags: Consumer Beef Index - CBI, Market Research & Planning

Published: 2017

Consumer Insights - Summer 2017 Business Meeting

Tags: Beef Industry Conventions/Conferences, Market Research & Planning

Published: 2017

Guiding the Development of the Producer Image Building Campaign

The Beef Checkoff recently conducted two phases of research to vet multiple campaign ideas and dig into the nuances of a draft concept in anticipation of the production process. Click on the link below for an overview of the research.

Tags: Consumer Trust, Image Tracking - Consumer Image Index (CII), Market Research & Planning, Millennials/Target Audience, Production Practices

Published: 2017

Chefs and Beef's Value

More than 570 decision makers in full service restaurants provided insights about beef’s gross profit impact, from both the beef dish and the added profitability of the appetizers, side dishes, desserts and beverages that are more frequently ordered with steaks and burgers.

Tags: Foodservice, Market Research & Planning, Price & Value

Published: 2017

2016 Foodservice Volumetric Study

The Foodservice Volumetric report sizes the volume and the wholesale value of beef sold to foodservice operations. The most recent study covers wholesale purchases from October 1, 2015 to September 30, 2016. Beef is estimated to represent 19% of all food dollars sold into foodservice, and is undoubtedly the number one food product sold into the channel.

Tags: Foodservice, Market Research & Planning

Published: 2017

Stewardship Content Evaluation

The Beef Checkoff recently commissioned a quantitative research project by a third- party firm specializing in content evaluation. This study was set in motion to help address the consumers’ wants and interest in transparency. NCBA on behalf of the Beef Checkoff, created several pieces of content that was put into testing, including 5 videos and 1 infographic. Click on the link below for a summary of the research.

Tags: Consumer Trust, Market Research & Planning, Millennials/Target Audience, Production Practices, Research Findings

Published: 2017

Consumer Insights - 2017 Annual Convention

The Market Research and Intelligence team provided insights at the Nashville convention on the state of beef demand, the "smoked beef" trend, the consumer that buys and eats beef, the upside for beef in restaurants, selling beef online, beef sales trends in retail and foodservice and how to tell the best beef production story.

Tags: Beef Industry Conventions/Conferences, Consumer Trends, Market Research & Planning, Research Findings

Published: 2017

Retail Beef Insights from IRI Panel Data: 2012-2015

To better understand how beef moves through the retail channel to consumers, NCBA, on behalf of the beef checkoff, recently purchased and analyzed consumer panel data from IRI. This additional data enables the checkoff to understand how much beef moves through all retailer types and to understand how beef purchases vary by demographic groups. The insight gained from this panel data will help to more effectively communicate with retail channel operators and to more efficiently allocate checkoff resources.

Tags: Consumer Trends, Market Research & Planning, Research Findings, Retail

Published: 2017