Australia's Cooking Landscape for Hello Fresh [Case Study]

Wednesday, February 15, 2017

We were delighted to partner with Hello Fresh in conducting new research into Australians weeknight cooking behaviours and decision-making processes.

The Report

These insights are explored in the thought leadership report titled Australia’s Cooking Landscape, which reveals the research insights into Australian weeknight cooking behaviours and decision-making processes.

The full report is available for download here.

The Infographic

The key insights have been pulled together in the infographic below, titled A week in the life of cooks in the Aussie home and reveals how:

  • Australians value homemade meals,
  • Many find it difficult to find time to plan for their weekly meals,
  • Despite being busy and time poor, many Australians still allocate time in their week to spend at the grocery story,
  • Not only are Australians finding it stressful cooking for their household, but ‘food inspiration can sometimes create overwhelming expectations’, and
  • Australians have a strong desire to be more adventurous in the kitchen and to create a variety of healthy weeknight dinners.

GET IN TOUCH

For more information on our research and visualisation services, please feel free to check out our Research Pack, or get in touch!

P: 02 8824 3422

E: info@mccrindle.com.au

2016 Australian Communities Forum Recap

Tuesday, October 18, 2016

Last Thursday, McCrindle Research and R2L&Associates were proud to present the Sydney Australian Communities Forum (ACF) at Customs House in Sydney. The ACF featured 15 brilliant speakers and 4 jam-packed sessions.

 

We began the day with tea and coffee on arrival before kicking off our first session, which focused on the research results from the Australian Communities Trends Report into Australia's not-for-profit sector. Before we launched into the findings we received a warm welcome from the honourable Catherine Cusack MLC, Parliamentary secretary to the Premier of NSW, and Professor Kerryn Phelps AM, Deputy Lord Mayor on behalf of our principal event sponsor, the City of Sydney.


SESSION 1 - introduction

Mark McCrindle opened Session 1 with an introduction to Australia's generational landscape and gave a snapshot of the key factors influencing Australian communities and some surprising findings from the just-completed Australian Communities Report. Mark provided an overview of giving in Australia, indicating that 4 in 5 Australians give financially to charities / not-for-profits, and that 1 in 4 give at least once a month.


McCrindle Team Leader of Analytics, Annie Phillips continued to share about the quantitative insights from the research, identifying the top 7 causes Australians support (Children's charities, medical research, animal welfare, disaster response in Australia, disability, homelessness and mental health), the 5 charity essentials and the top communication channels. Annie also provided an explanation of the Net Promotor Score (29) and Net Culture Score (21) for the sector, which were both very high.


Sophie Rention, Research Executive at McCrindle then communicated some of the key qualitative findings from the Australian Communities Trends Report. Sophie highlighted the key blockers (e.g. complex giving process) and enablers (e.g. personal connection) to charitable giving for Australians, as well as the next steps for charities including creating multi-tiered levels of engagement, community building, effective communication of results and fun and engaging experiences. 


We then heard from John Rose, principal at R2L&Associates about what this research means for community organisations and how they can best respond to the findings. In his insights and applications John reminded our delegates that in the midst of changes in the marketplace, trust and relevance is essential. John then presented 5 key issues for charities to keep in mind when engaging with the ever-changing supporter which included aligning, defining, communicating, engaging and leading.

Each of our delegates also received a copy of The Australian Communities Trends Infographic which contains the top line findings from the national study into Australian giving and how charities can engage.

 

SESSION 2 - keynotes

After a networking break over morning tea Eliane Miles, Research Director at McCrindle shared an engaging keynote presentation on Leading teams and managing change in transformative times. In the post linear, post literate and post logical workforce, Eliane reminded us that to engage and inspire our workplaces we need to ensure a culture of contribution, challenge and celebration within our teams. To attract and retain, to lead and inspire, we need to cultivate authenticity. 


Our next keynote, Josh Hawkins emphasised the importance of creativity in social media and marketing campaigns. Josh showed us that creative and fun campaigns are the ones that get cut through. Josh also inspired us to be authentic with our marketing and leadership to under 30's. Through humour, engaging videos and key takeaways, Josh's presentation reminded us that when you "Give someone a task you'll get what you ask for". But when you "Give them a vision you'll get more than you could ever ask for". 


Our final keynote speaker before lunch was Ivan Motley, found of .id The Population Experts. Specialising in using data to inform decisions and shape the future, Ivan and his team talked us through how analytics can shape the quality of education, housing, health, the environment and education. Using some practical case studies, the id. team showed us why we should be using local data to understand our communities, and how information and data can help transform communities.


SESSION 3 - streams

Stream 1: Understanding Australian Communities

In this stream Geoff Brailey, Research Executive at McCrindle began by giving an overview of the next generation of volunteers and donors, and tips on how to engage and motivate them. This was followed by Nic Bolto who encouraged us to do the hard work as leaders and how to effectively implement insights in organisations. Our last stream speaker for this session was James Ward, a Director at NBRS Architecture who showed us, through a case study, how understanding spaces and building communities can help to improve people's lives.

Stream 2: Engaging Australian Communities

In Stream 2, McCrindle Team Leader of Communications Ashley McKenzie began this session by giving practical tips and insights on how to communicate complex data in message saturated times. Following on was Salvation Army officer Bryce Davies who shared how The Salvation Army build community in areas of social challenge by creating communities focused on respect, encouragement and belonging. Our final stream 2 speaker Greg Low, co-founder of R2L&Associates gave us five essentials to make your next marketing or fundraising campaign thrive.


SESSION 4

Following afternoon tea and some great networking, we gathered back together to hear from our last two speakers, Caitlin Barrett from Love Mercy and Andy Gourley from Red Frogs. 


Caitlin Barrett, CEO of the Love Mercy Foundation kicked off our afternoon session by telling us the engaging story of how Love Mercy was founded after Australian Olympian met Ugandan Olympian and former child soldier Julius Achon. After sharing the vision and mission of Love Mercy, Caitlin shared how they engage the community through telling personal stories, the importance of finding the right audience for the right story and telling the right details to provide an experience.  


Our last speaker for the day was Andy Gourley, founder and director of Red Frogs Australia. After having founded Red Frogs in 1997, Red Frogs is now the largest support network in Australia for Schoolies, festivals and universities. Through the use of engaging stories and hard-hitting realities, Andy effectively communicated how Red Frogs was founded and the crucial role they play in safeguarding vulnerable young people at events like Schoolies and festivals.  



We would like to thank all of our speakers and delegates for making the 2016 Australian Communities Forum a fantastic event. A big thank you to our sponsors, The City of Sydney, Pro Bono Australia, Hope 103.2 and ConnectingUp as well for your support in making this event happen.

The Shopper's Pick: Understanding Australia's new village green

Thursday, July 14, 2016

This year we were delighted to write up and design the third and latest report in the Trolley Trends Series, ‘The Shoppers Pick’ for Woolworths Limited. From developing the survey through to conducting the analysis, this report is the perfect blend of quality research with segmentation and visuals, making the research easy to consume.

With 1 in 5 (20%) Australian supermarket customers going to the supermarket at least once a week, the report reveals that a record number of people (44%) consider the local shopping centre to be central to community life and has truly established itself as the new village green – a place for connection and engagement with the wider community, perhaps even more so than the local pub, school or community centre.

It is the theme of local which is clearly the key message of ‘The Shopper’s Pick’, which provides a unique look into modern Australia’s living, eating and shopping habits today.


A GLOBAL NATION WITH A PASSION FOR LOCAL

As Australia becomes increasingly connected to global economies and new technologies, there is an equal if not stronger desire among shoppers to support Australian made products and local growers. It is increasingly important to Australian shoppers to know where their food comes from.

More than half of Australian shoppers (52%) state that buying local food is extremely or very important to them. In fact, around a quarter of shoppers prefer to purchase meat and poultry, bread and grains, and seafood and fish that are sourced locally in their own region rather than sourced further afield in their own state or within another region in Australia.


AUSTRALIA’S SEASONAL PERSONALITIES

Australians are impacted in different ways by the changing seasons. Australia’s Seasonal Personalities explores the different personalities of Australians and the impact seasons have on their lifestyle. Which Seasonal Personality are you?

THE HEALTH REVOLUTION

Australians are becoming increasingly health conscious and aware of the foods they consume. This trend towards healthy eating is demonstrated in the increase of health foods being included by Australians in their weekly shop.

Just over half of shoppers (52%) buy health food products weekly (i.e. sugar free, additive free, gluten free, dairy free, organic, raw, salt free or vegan), with sugar free products the most likely to be on Australians’ shopping lists and purchased by just over half of shoppers (51%), followed by organic and raw foods (both at 35%), and additive free foods (27%).


VALUE SWAG: A NATION OF CREATIVE SAVERS

Australians are a nation of savvy shoppers, who seek products that are value for money. Nearly 7 in 10 shoppers (69%) state that buying on discount is extremely or very important to them. These values are reflected in the ingredients they purchase for meals cooked at home, with 99% of Australian shoppers saying price is an important factor they take into consideration. As part of being savvy shoppers, Australians are also creative savers. Almost 6 in 10 shoppers (58%) save money by purchasing groceries based on weekly specials, while just over half (52%) save money by writing a shopping list and sticking to it. Stocking up and bulk-buying are two other ways Australians save money, with just over half of shoppers (53%) currently saving money by stocking up on discounted non-perishables.


This report follows on from the 2014 Trolley Trends Report which focused on the increasing importance of ‘Fresh’ amongst the Australian population. The report also found that one of the most common community connections for Australians is the local shopping centre. To access the Future of Fresh report, please click here.

Digital Thumbprint; Social Media Trends Study

Monday, July 04, 2016

We were delighted to have been commissioned by Optus to conduct research into the increased use and implications of online selfies with a focus on the role played by parents in guiding their children’s online behaviour. This national research has been launched in partnership with Optus and their Digital Thumbprint Education Program, and revealed some interesting insights into the attitudes of Australia's next generations towards online safety and selfie regret.

Social media has taken the world by storm, with Facebook reaching 1 billion active users in 6 years. Today, Facebook has already exceeded the population of China at 1.4 billion users, while YouTube boasts 4 billion views per day. The report reveals that young adults (aged 18-25) and parents in Australia share in this statistic, with over 9 in 10 (93% and 92% respectively) of those who have at least one active social media account being active on Facebook.

The research found that one in four parents (25%) own a social media account to monitor their child’s online activities.

It also found that teens say they obsessively compare their life and achievements with others, with one in three admitting they regretted one or more selfies they had shared online. A quarter of 18 to 25-year-olds said they were affected by FOMO – the fear of missing out – and so were hooked on social media. 

"While at first it may seem self-obsessed to put photos up on Instagram of yet another selfie or the lunch we are about to eat, there is actually more to it than that. Individuals are taking photos of themselves to share their experience with others – it’s keeping in touch, trying to connect and communicate.” - Mark McCrindle.

 Find out more about the findings of the study in the below infographic:



How effective Demographic Analysis can transform your business

Thursday, June 30, 2016

Numbers and people have long been two of the most important aspects of an organisation. Demographics is the merging of these two fundamentals and has a direct impact on the ability of organisations to effectively engage their clients and staff.


Why Demographic Analysis?

Demographic analysis gives insight into the age, sex and geographic composition of a population. There are many other characteristics of a population that can also be explored such as household income, employment status and educational background. Whilst it may be seemingly broad in scope, it is an essential first step to understanding your clients and staff.

Are your clientele predominantly Generation Y or are they Baby Boomers, are they in the higher income brackets or of lower socio economics? Asking these questions allows you to delve deeper into how to tailor your offering to your target market. Demographic shifts in society directly impact upon an organisation’s ability to shape their marketing, products and services to best suit their clients. Densification, mobility, purchasing behaviours, technology use, media consumption – these are all key measures which demographic and market analysis will help you understand.

In a constantly changing society, demographic analysis provides insight and visibility into the otherwise unseeable influences on our organisations and businesses.


Some McCrindle examples:


  

About McCrindle RESEARCH SERVICES

At McCrindle we are engaged by some of the leading brands and most effective organisations across Australia and internationally to help them understand the ever-changing external environment in which they operate and to assist them in identifying and responding to the key trends.


For us research is not a list of survey methods but a passion to find answers. It is more than a matter of questionnaires and focus groups – it is a quest to make the unknown known. The best research clarifies the complex and reveals insights in a way that can be seen and not just read.


Only when the findings are visually displayed, engagingly presented and strategically workshopped can they have maximum impact – and be implemented effectively.

#TuesdayTrend

Tuesday, June 14, 2016

#TuesdayTrend


As Australia’s social researchers, we take the pulse of the nation. We research communities. We survey society. We analyse the trends. And we communicate the findings.

Every Tuesday we release a trend about Australia for #TuesdayTrend. Be sure to follow, share and interact with us on Instagram, Twitter and Facebook.

Follow us on:


ABOUT RESEARCH VISUALISATION


In a world of big data- we’re for visual data. We believe in the democratisation of information- that research should be accessible to everyone not just to the stats junkies. We’re passionate about turning tables into visuals, data into videos and reports into presentations. As researchers, we understand the methods but we’re also designers and we know what will communicate, and how to best engage. We’re in the business of making you look good and your data make sense.


For more information, please get in touch – we’d love to hear from you:

W: researchvisualisation.com

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P: +61 2 8824 3422

Understanding and supporting business in the Hills Shire: The second Hills Shire Business PSI

Thursday, May 12, 2016

2016 marks the second Hills Shire edition of the Business PSI, a tracking index created by McCrindle to measure business conditions, performance, and sentiment through a survey of businesses residing in the Hills Shire area. The Business PSI can be used across local governments and regions to better understand and support local business.

The Sydney Hills population is growing 20% faster than the national average (1.9% p.a. compared to 1.6% p.a.) at 169,872 people each year, with average households being significantly larger than the national average (3.1 compared to 2.6 people per household) and home to a higher proportion of students, university educated adults and full time workers than the national and state averages.

The Hills Shire Business PSI is an important measure for an area that relies so heavily on small business as a driver of the local economy. The 2016 survey was conducted 6 months on from the initial survey and captures the constant change in the Hills Shire region.

Download the full report here.


Businesses expanding and growing in the Hills Shire

The results from 2016 show that the business environment is more positive 6 months on from the last survey with sentiment being significantly improved from last year. Businesses are expanding and projected to expand even more in the next 6 months, with business owners seeing this not only as a physical expansion but also due to increases in staffing levels, as the region continues to grow.


Business owners more positive about national economic conditions

Business owners perceive the economic conditions of our nation to be considerably better than 6 months ago with conditions expected to improve even more over the next 6 months. This increase was also reflected in perceptions of the local economic conditions.


New Additions to the PSI survey

The Net Promoter Score was introduced in 2016 as a measure of how likely business owners and managers are to recommend doing business in The Hills Shire to a friend or colleague. 78% indicated that they would probably or definitely recommend The Hills Shire as a place to do business to a friend or colleague, showing high levels of engagement.

Chairman of the Sydney Hills Business Chamber, Anthony Moss, in partnership with the Hills Shire Council, commissioned the Business PSI to measure the pulse of the Hills Shire. “The Business PSI survey results reflect a true snapshot of business in the region. We are thankful for those who completed the survey, including individuals representing businesses of all sizes including, medium to large (20+ staff), small (5-19 staff), micro (1-5 staff) and non-employing businesses.”

Hills Shire Council Mayor Dr Michelle Burns endorses the PSI tool. “The Sydney Hills Business Chamber and the team at McCrindle Research have done another fantastic job at measuring the sentiment of businesses in The Hills. It’s great to hear that the sentiment is generally improving – however it’s unsurprising that the main frustration of businesses is infrastructure.”

The results of the 2nd Hills Shire Business PSI were presented on 11 May 2016 at the Castle Hill RSL and are available for download via the Sydney Hills Business Chamber website.


 

Australia's Kitchen Revolution

Monday, March 14, 2016

We were delighted to partner with Mitsubishi Electric to produce and launch the "Kitchen Revolution" report.


Canvassing more than 2,000 household grocery buyers across the country, the survey reveals the cooking and grocery purchasing habits of modern Australian families.


A change can be seen throughout Australian kitchens, relating to how often Australians cook at home, to how often they read ingredient labels and buy fresh produce. Today, cooking is not just about food provision but social connection, nutrition and expression.


Our research found three key findings:


1. Cooking and the Modern Man

Traditional gender roles are blurring thanks to men’s increasing interest in preparing meals at home and entertaining guests. The result is greater equality in the kitchen than in previous generations.

2. Generation Y Leading the Home Cooking Revolution

Generation Y is among the nation’s biggest cooking show fans, which may be impacting the generation’s evolving cooking values and habits.

3. Desire for Healthier, Family-Centric Homes

Australian families show a propensity for traditional, family-centric values with a growing preference for fresh, home cooked meals and the desire to know more about their food.


Bringing the research to life

Research is at its best when it tells a story, when it paints a picture, when it’s visual, when it’s research you can see. World’s-best research will only spread as far as the look of it allows. World-changing data will have no impact unless it is well designed. World-class information will remain unshared unless it is easily understood. It was fantastic to see this research being launched and explored at an event. Research is best when it is brought to life.

  

About McCrindle Research Solutions

For great organisations, innovation is the oxygen of success. To innovate effectively, organisations need to understand the times and track the trends. Our market and social research services not only utilise the best research tools but ensure that the findings can be implemented by incorporating the most useful research output. Check our our Research Solutions pack to see how we can assist your organisation today.

Exploring the Sentiment of Sydneysiders

Monday, January 18, 2016

In August 2015, McCrindle Research surveyed 1,007 Sydneysiders on their attitudes and sentiments towards the current state and The Future of Sydney.

Future analysis of the sentiments of Sydneysiders has now been conducted, revealing the differences in sentiment within various demographic categories towards how Sydney is now, compared to 5 years ago and to how they perceive Sydney to be in 5 years’ time.

Males more optimistic

1 in 5 (20%) males are expectant optimists who stated that they think Sydney is better now than it was 5 years ago and it will be even better in 5 years’ time compared with only 14% of females.

Overall, 37% of males think that Sydney is better now than it was 5 years ago and 35% think that Sydney will be even better in 5 years’ time compared with 30% and 28% of females respectively.

Generation Y the most positive

1 in 5 (20%) Gen Y’s are expectant optimists with Baby Boomers having the smallest proportion in this category (14%) with 3 in 5 (60%) Gen X’s and Baby Boomers falling into the concerned pessimists category.

Over 2 in 5 (42%) Gen Y’s think that Sydney is better now it was 5 years ago but only 1 in 4 (26%) Baby Boomers feel the same way. Just over 7 in 10 Gen X’s (73%) and Baby Boomers (72%) think that Sydney will be worse in 5 years’ time, compared with just over 3 in 5 (63%) Gen Y’s.

City dwellers have a more buoyant outlook than those in the outer suburbs

The Central region of Sydney is the region with the largest proportion of expectant optimists at 20% with the South West region having the lowest at 15%.

However, the over 1 in 3 respondents from the South West region (35%) stated that they think that Sydney will be better in 5 years’ time, the highest proportion out of all the regions, followed by the Western Suburbs with 33%.

Families with dependents more upbeat

1 in 5 (20%) respondents who live in a household with children are expectant optimists compared with fewer than 1 in 6 (15%) who live in a household without children.

Almost 2 in 5 (39%) respondents living in a household with children stated that they think that Sydney is better now than it was 5 years ago compared with 3 in 10 (31%) of those in households without children.

Middle income earners most optimistic

Surprisingly, the proportion of respondents who are concern pessimists was higher in those in 2nd highest income quintile than those in the other 4 quintiles.

The largest proportion of respondents who stated that they think Sydney is better than it was 5 years ago was of those in the middle income quintile (40%).

The lower the perception of population size, the higher the optimism

Respondents who underestimated Sydney’s population the most (1 or 2 million) were the most likely to have been expectant optimists at 24% with those having the closest estimations being the most likely to be concerned pessimists (4 million = 53%, 5 million = 55%).

Sydney's most liveable suburbs: The urban living index

Thursday, November 19, 2015

With Sydney’s population set to reach 5 million next year, there are significant densification trends underway. Sydneysiders are increasingly embracing medium and high density housing, 7 in 10 either have lived in a unit/apartment or are currently living in one. Of Sydneysiders who have never lived in a high density setting, 50% would consider unit/apartment living and this rises to 63% for Generation Y.

“Over the last decade there has been a big swing in Sydney to more urban living generally in apartments. To gain a clearer understanding of urban living patterns and satisfaction Urban Taskforce Australia commissioned McCrindle, experts in researching demographic data to develop the Urban Living Index.”, said Urban Taskforce CEO, Chris Johnson.

Mark McCrindle, Principal of McCrindle Research says, “The challenge for Sydney’s future is to ensure that it responds to population growth yet maintains its world-beating lifestyle and that its liveability rises to match its increasing density, and that is why we have developed the Urban Living Index.”

CHECK OUT THE URBAN LIVING INDEX WEBSITE HERE, TO DOWNLOAD THE FULL REPORT

Measuring the liveability of areas across Sydney

The Urban Living Index is an ongoing measure of the liveability of suburbs in Sydney. This instrument considers the affordability, community, employability, amenity and accessibility of an area to determine how liveable it is.

The Planning Regions of Sydney

The NSW Planning Regions were developed by the NSW government to allow for cohesive and integrated planning under A Plan for Growing Sydney. Exploring the Index across the six regions assists in understanding how they are equipped to respond to a high density population and where there are opportunities for improvement in the quality of urban living.

Sydney’s most liveable suburbs

This analysis of Sydney’s 228 suburbs shows that Surry Hills and Crows Nest - Waverton are Sydney’s leaders with the top rated Index of 85. In the Central planning region after Surry Hills was Marrickville with 83, in the North it was North Sydney – Lavender Bay with 82, West Central was Parramatta – Rosehill 80 followed by North Parramatta 75, South was Hurstville 76 followed by South Hurstville – Blakehurst 74, South West was Liverpool – Warwick Farm 66 followed by Cabramatta – Lansvale and West was Springwood – Winmalee 59 followed by Blaxland – Warrimoo – Lapstone 59. The results show a strong correlation between high density housing and urban liveability with seven of the top ten rated suburbs in the top twenty highest density suburbs in Sydney.

Sentiment toward housing affordability

One of the key drivers of the growth in high density housing is Sydney’s housing affordability challenge. When Sydneysiders were asked if they had to start over and buy into the current property market, more than 3 in 5 (61%) of Sydneysiders would probably or definitely be unable to do so. Sydneysiders are also not convinced that the affordability challenge will change with 51% saying that in three years’ time their area will be less affordable than it is today, and only 11% saying it will be more affordable. This is even higher in the West planning region where 56% say it will be less affordable. It is also higher amongst Generation Y (56%) than Baby Boomers (47%). More than half of all Sydneysiders (59%) say that Sydney’s housing affordability is a massive challenge for their children’s generation with an additional 29% saying it is a significant challenge.

More than half of all Sydneysiders (57%) state that the construction of units and apartments assists affordability. More than a third of Sydneysiders support the idea of allowing first home buyers to access their superannuation to buy a home (37%) and increasing unit/apartment construction (36%) while only 1 in 5 (22%) supports the tightening of bank lending rules as a solution to affordability.

The most valuable assets of Sydneysiders

When it comes to housing, Sydneysiders prioritise the intangibles (location and community) above the tangibles (buildings and fittings) by a factor of 2 to 1. They also prioritise current liveability above long term price growth, also by a factor of 2 to 1 and value walkable communities above more mobile lifestyles by a factor of 6 to 1. Sydneysiders generally like their local community assets such as shops and cafes with more than half (52%) saying they totally love or really like them compared to just 6% who are indifferent to this amenity. Twice as many (32%) believe that amenities in their local community will increase over the next 3 years compared to those who think there will be a decrease (16%). Sydneysiders are also positive about the growing infrastructure, transport and accessibility of their local area, with 37% expecting it to increase over the next three years compared to 14% expecting a decrease.

The Urban Living Index report, interactive maps and further details on Sydney’s six planning regions are all available at www.urbanlivingindex.com. The Urban Living Index results and rankings will be launched at a breakfast event at Clayton Utz, Level 5 1 Bligh Street, Sydney on the 10th December 2015, 7:30am for 8am start. Speakers will be Chris Johnson and Mark McCrindle.


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