US & Canada: How would you get people to choose turkey instead of chicken?
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This challenge is for US and Canadian solvers only.

Chicken is expected to surpass pork as the most popular meat worldwide by 2020, and it already accounts for about half of the meat intake in the US.   Even though it's growing in consumption, how do consumers really feel about chicken?  Are they excited about it and choosing it intentionally, or has it become ingrained as the standard white meat option?   We want to understand if "chicken fatigue" is a real phenomenon (i.e. are consumers tired of chicken but choosing it out of habit, limited options, etc.).  Also, we want to hear your ideas for how we could get more people to choose turkey products over chicken.  Ideas could be new turkey product offerings, the way turkey products are described or talked about, the way turkey products are packaged, or something totally new that we haven't thought of!

Deliverables

US and Canadian solvers only - Please answer the following:

  1. You may have heard of or experienced "chicken fatigue" (or the idea that chicken seems to be what you are constantly eating or cooking). We'd love to know the following:  [If you don't believe "chicken fatigue" exists, then skip a and b and let us know why.]
    1.  Your thoughts on why "chicken fatigue" persists (i.e. why consumers would continue buying chicken if they are growing tired or bored of eating it).  
    2. Why consumers are choosing chicken over turkey.  Turkey products are out there, so why do consumers choose chicken products instead?  
    3. Do you have a solution / idea for your answer to part b that would make consumers more likely to choose turkey?  Ideally this would be something that a turkey brand / company could do.
  2. Propose a new idea for a turkey product that would appeal to consumers and potentially combat chicken fatigue (even if you don’t think chicken fatigue exists, we’d still love to know a new turkey product idea you would consider using instead of chicken). 

Considerations  

-Your idea(s) and feedback should be visible at the store level.  That is to say,  visible or apparent to consumers when they are deciding which proteins to buy. 
-For Deliverable 2, you could propose the following:

  • an idea for a chicken product that should be made with turkey instead
  • a totally new idea for a turkey product 


    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
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Submission questions

What is your age?

(Required)
under 18
18 - 22
23 - 26
27 - 30
30+

How frequently do you eat chicken? 

(Required)
everyday
several times a week
several times a month
infrequently / only on occasion
never / NA

Which meat do you think tastes better?

(Required)
chicken
turkey
NA (ex: I'm a vegetarian)

Which meat do you consider healthier?

(Required)
chicken
turkey

Which of the following would make you buy more turkey?  Select up to 3 total.

(Required)
if it was from a company I trust
if it was less expensive
if it was easy to prepare and had clear instructions on use
if it was always juicy and tender
if it was the best tasting turkey available
if it was available in delicious flavors
if there were more products available other than ground turkey
other (please specify in the next question)

If you selected "other" above, what would make you buy more turkey?

Have you changed anything about your cooking or eating habits to address “chicken fatigue?”

(Required)
Yes
No
I have never experienced chicken fatigue

If you answered "yes" above: How have you changed your cooking or eating habits to address your “chicken fatigue?”  Select any that apply.

Started eating more beef
Started eating more pork
Started eating more turkey
Started eating less meat and more vegetarian options
Started using different cuts of chicken than your standard go-to items
Other (please specify in next question)

If you selected "other" above, what have you done to address your chicken fatigue?

When would you be most interested in trying NEW turkey products? Select up to 3 total.

(Required)
During breakfast
On the go - A grab and go convenience store snack
In between meals - Frozen oven/microwave snacks
For dinner - Frozen oven/microwave options
Carrying around with me - A portable healthy snack
Before or after a workout
While summertime grilling
Special occasions / Meals bonding with others
During a wholesome household dinner
During lunch or dinner - Turkey and plant protein burgers

Are you aware there are turkey options out there like cutlets, tenderloins and medallions that could be used in place of chicken?

(Required)
yes
no

Tell us a little more: Are you aware there are turkey options out there like cutlets, tenderloins and medallions that could be used in place of chicken? Which of the following best describes you:

(Required)
No - I did not but probably wouldn’t buy regardless
No - I did not and would love to be able to buy products like these
Yes - I do know and have purchased them before
Yes - I do know and have not purchased them before because I’m not sure what to do with them or how to cook them
Yes - I do know and have not purchased them before because they are too expensive
Yes - I do know and have not purchased them before for some other reason.

What is your country of residence?

(Required)
US
Canada
other
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