PSYCHOCULINARY PROFILING

Achieve laser precision research & target marketing of food/beverage lovers.

PsychoCulinary Profiling Benefits

Understand How Food Lovers Vary

People like variety and food lovers are not all the same. Consumers can have up to 3 (out of the 13) major PsychoCulinary profiles, or personas.

Achieve Better Positioning

Discover your area's food-lover profile, what your destination does best, and the exact type of food lover you should be targeting.

Improve Your USP

When you understand your exact target markets more clearly, you can refine your Unique Selling Proposition (USP) and messaging.

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PsychoCulinary Profiling Features

Demographic Analysis

We analyze the ages and generations (Millennials, Gen X, etc), gender balance, family size and more of your destination's food- and beverage-lovers. Then we compare our discoveries with our global baseline.

Psychographic Analysis

We analyze the propensities, activities and culinary preferences (authentic, vegetarian, etc.) of your destination's food- and beverage-lovers. Then we compare our discoveries with our global baseline.

Digestible Research

We present our findings in a report with plenty of graphs and charts that you can share with your stakeholders. Despite the simplified presentation the custom research we perform is actually quite complex. We take no shortcuts to understand your destination's "food-lover" personality.

Baseline Comparison

We compare our findings for your destination with our global data set of food-loving travelers. Based on this analysis, we can forecast which food- and drink-loving travelers are more likely to be interested in your destination's culinary products and experiences.

Discover Your Best Targets

What are the PsychoCulinary Profiles?

In our 2010 State of the Industry Report, we analyzed 11,235 consumer food-lovers from just over 100 countries. Our analysis identified 13 major categories, or personas, of food lovers. Food lovers are not all the same. And now we know that marketing the same message to all food lovers is simply not as effective as precision marketing with PsychoCulinary profiling.

Learn more about your destination's PsychoCulinary profile so you can start targeting the right kinds of food lovers, not just everyone!

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Who We've Worked With

Bristol, England

PsychoCulinary Profiling

Learn More about this Case Study

Problem
Bristol is a charming city in southwest England. It has a lot to offer potential visitors, from a rich and fascinating history and vibrant culture, to an exciting food and beverage scene. The problem is that Bristol has always been in the shadow of much larger London. And nearby popular attractions like Stonehenge and the city of Bath, with its extensive Roman ruins, also compete for visitor attention. Visitors would pass through Bristol typically on day trips, unaware of all that the city has to offer.

Solution
Visit Bristol suspected it might have something special to offer with its food and beverage businesses, products and experiences. Thanks to an award from the Discover England Fund, Bristol could explore its potential as a world class urban food and drink destination. Visit Bristol hired the World Food Travel Association to perform a site inspection and asset inventory, and to write a food and beverage tourism strategy to serve Bristol for the next five years. As part of the food and beverage tourism strategy, we completed a PsychoCulinary profiling assessment for the area.

Results
As part of Bristol's overall deliverable, we included 49 pages of custom PsychoCulinary profiling research, which helped Bristol to understand its unique selling proposition to woo food-loving travelers vis-à-vis other destinations. The overall results of the strategy appear on the food tourism strategy page. The results from the PsychoCulinary profiling research were as follows:

CLEAR TARGET MARKETS. By understanding more about its own local residents and their culinary preferences, Visit Bristol was able to learn which food-loving travelers it should target. Food lovers are not all the same, and they do not have the same preferences. By understanding the nuances needed in their messaging, they were able to fine-tune their targets with laser precision.
MORE RELEVANT PRODUCTS. By understanding its own residents and their preferences better, Visit Bristol was able to develop products that would be more relevant, and popular, with new visitors arriving in the city.

Why Work With Us?

We founded the food travel trade industry in 2001. Since then, we have been recognized as the world’s leading authority in food and beverage tourism. We are our industry’s #1 advocate.

Our Association proudly demonstrates 20 years of dedication to, and thought leadership in, the food and beverage tourism industry.

We have already collaborated on nearly 500 diverse food travel projects and initiatives around the world.

We have empowered all kinds of businesses, entrepreneurs, media, NGOs and governments to leverage the power of food tourism.

Drawing on our years of experience, we know exactly how to help you and your unique food or beverage tourism situation.

Simply put, you benefit from working with the food tourism industry's best.

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