Nick Black, Vice-President at Concerto Marketing Group, presented some interesting research results that was conducted on milk drinking behaviours of Canadian teens and adults across the country. The research examined the psychological needs and drivers behind youth and adult milk consumption. During the breakout session, Nick explained the research methodology used and walked through various influences of milk consumption for each target group.
The overwhelming research results revealed that teenage girls and adult women under-consume milk and that these two groups drink far less milk than the median. Research showed that milk, and the emotion associated to milk, is often correlated with being at home, having a family connection, and close relationships (bonding), and; relaxation, celebration, sweetness and independence (pleasure). The research outcomes were eye opening for many of the session’s attendees and generated a great deal of discussion afterwards.
We would like to thank Nick for sharing the results of his research.
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