Dinner Survey

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Nationwide Dinner Menu Data/Probing Questionnaire

The Dinner Survey is a food-purchasing and attitude research service that finds out what respondents are having for dinner on the actual day of the survey.
Every day, we collect 1000 samples data from approximately 20,000 monitors from all over the country. This monitor system was jointly constructed by R&D and Borders, Inc. Each respondent is asked about what they had for dinner, reasons why choosing those dishes, brands of products used as well as evaluations of them, their purchasing situations, and so on.

This day-to-day dinner menu data can be used to plan more effective merchandising strategy, and find out in real time what consumers are choosing for dinner and what kind of preparation they are doing.

Same-day dinner survey

The Dinner Survey is made up of “Survey on Dinner Menu”, a simple questionnaire on dinner each day, as well as a “Special Menu Survey” with a questionnaire about particular dishes and products used.

Survey on Dinner Menu

“The Survey on Dinner Menu” asks their daily dinner menu, why they chose the dishes and where they ate their meal as a way to maintain a grasp of ever-changing trends in the evening meal. Tabulation and final report are delivered in a standard “trend data” form or with customized tabulation for your needs. Real-time consumer choice of dishes and food preparation data can be used to support and decide your effective merchandising plan.

Use of menu data

Content of Survey on Dinner Menu
  • Q1. Dinner situation (cook and eat at home, eat out, eat at friend/acquaintance’s home, skip meal)
  • Q2. Dinner menu (open-ended answers)
  • Q3. Dinner menu (pre-coded answers)
    ※ Asked in large/small categories conducted in two stages(total 216 menus)
  • Q3. Snacks, desserts, fruit eaten with or after dinner
  • Q4. Menu prepared that day (pre-coded)
    ※ Not including reheated leftovers
  • Q5. Use of ready-made meal and processed foods
    ※14 categories including hamburger steak, gyoza (Japanese-style Chinese dumplings), pork cutlets, deep-fried chicken, and so on.
  • Q6. Reason for choosing overall dinner menu (choose from 20 items)
  • Q7. Alcoholic beverages consumed with dinner
  • Q8. Brands of beer and non-alcohol beer consumed with dinner
Special Menu Survey

The Special Menu survey consists of individual ad hoc surveys of respondents who have made specific menu items and used particular products that allow you to probe deeper extent, with additional questions and survey items of their own choice. As respondents are asked about their dinner on the same day, findings tend to be more accurate and detailed.

Merits and reference cases (click for details of cases).

① Understanding the details of ingredients and seasonings use, as well as preparation methods.

  • The same dish is prepared in different ways depending on not only the season but also the age and location of the person who makes it.
  • Is it possible to identify the needs of the person preparing the meal by finding how he/she prepares a dish and his/her attitudes about preparation?
    → We will plan regional strategy based on the fixed-point observation that provides you the data on changes in food preparation behavior and attitudes with difference by area.

②Identifying product development hypotheses by finding out their motives behind food preparation, their original idea of seasoning, and how they feel about their finished menu items.

  • Although they prepare the dishes with many different attempts imagining a beautiful food presentation, there is a gap between what they expect and what they achieve.
  • Is it possible to obtain clues to product development from this gap between ideal and reality?
    → Detailed records of attitudes and behavior related to food preparation may offer new discoveries and clues to product development.

③Finding out the background and other factors behind menu choice as a way to develop sales promotions and communication.

  • What are factors behind menu choice? (Store-related factors, seasonality, health consciousness, ingredients, events, etc.)
  • Is it possible to obtain new ideas for effective measures based on hooks and motives for menu choice, together with the situation of shopping and choosing ingredients?
    → New clues can be found to expand demand for related menu items and ingredients.
Monitor network for surveys throughout Japan

A survey network that transcends the usually boundaries of the Tokyo and Kansai metropolitan areas means surveys can be conducted throughout Japan, with findings analyzed by area.

We welcome your queries for more detailed information and examples of past studies.

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