Brand tracker survey

Food Standards Scotland (FSS) have been running a biannual tracker survey since 2016. The Union have been working with FSS throughout this period, being their main creative agency. FSS asked Union Insight to conduct the latest version of their tracker study in late 2023. However, this project also needed to replicate results for a survey in England and Wales by the Food Standards Agency (FSA) to provide a single consistent result for the whole of Great Britain. 

Given the requirement for a GB wide consistent basis, FSA study became the primary source for defining the survey methodology. This was augmented by questions from previous waves of the FSS tracker to complete the questionnaire design. 

We conducted an online panel survey to collect a representative sample of the Scottish population aged 16 or more. Quotas were set on Age, gender, Socio-economic group (SEG) and region of Scotland. The data was weighted to ensure representation of the Scottish population and household base. The three sampling regions (North, central, and South of Scotland) formed the strata, and within each strata the data was weighted by age, SIMD, rurality, and gender. 

The final report was designed to be consistent with previous waves of the FSS tracker for Scotland, where possible, but also to provide a clear comparison with the rest of Great Britain.