Definition of gaps and needs on quality and availability of data to answer the relevant questions on determinants of food purchase: D5.5

Normann, A., Ekman, Susanne, Maringer, Marcus, Klepacz, Naomi, Geelen, Anouk, Verain, Muriel and Raats, Monique M. (2017) Definition of gaps and needs on quality and availability of data to answer the relevant questions on determinants of food purchase: D5.5 European Commission 25pp.

Abstract

The aim of deliverable 5.5 was to define gaps and needs and identify potentials and limitations with the tools collected in the WP 5 inventory. The data collection process of the purchase tools were investigated and covered by considering what/who/why/how the toolsmet the food purchase purpose, the method/s used for data collection, contextual influences on the purchase and intentional or actual eating behaviour were also covered in the investigation. The type of data which we found interesting from a RICHFIELDS perspective, potentiallyexplaining consumer purchase behaviour was 1) the purpose of the tool (i.e. the user´s motivation for using the app), 2) the purchase method “how was purchased”, 3) the product characteristics “what unit”, 4) “how much” and 5) possible contextual influences on users’ purchase behaviour. These data have the potential to be used for key research questions (i.e., What/Who/Why/How).Our result shows that the purchase apps in our inventory are a heterogeneous sample of mobile apps supporting the users in different phases of the purchase process. And apps in the same category do not even generate the same kind of data. Generated data can also be intentional purchase data, or actual, or both intentional and actual. This result makes it very difficult to draw any conclusion and characterise a typical app in each of the four categories(i.e. the four purposes). However, an integration of food purchase data with relevant contextual generated data has the potential to give a more reliable picture of consumer purchase and eating behaviour. And moreover, purchase data together with preparation and consumption generated data have a potential to give a more complete picture of consumer behaviour since food activities are complex and is influenced by many factors. Some identified limitations are that the availability of publicly accessible data about the collected tools is limited. There is a lack of documentation about the procedures for data access and insufficient information about the technical infrastructure for data access. The limitations about e.g. the tools´ documentation of options and methods for accessing and extracting data, technical infrastructure for data assess as well as what format the generated data has are connected to large challenges in the continuation of the RICHFIELDS project. The last and final phase [phase 3] of the project aims to design the research infrastructure and its governance, intellectual property rights and ethical aspects. Specific information regarding access strategy, scientific case, business model, governance and ethics are thereby crucial factors for the platform.

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Contributors

Author: Naomi Klepacz

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