Consumer Food Traceability & Origin Transparency Study

Measures consumer demand for food origin information, trust in traceability sources, barriers to engagement, and willingness to pay for verified supply chain transparency. Designed for food brands, retailers, and supply chain organizations seeking to quantify the business case for traceability investments.

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Sample questions

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27 questions · ~4 min

Q01

Long Text

Welcome to this survey about food shopping and product information. This survey takes approximately 7–9 minutes and asks about your grocery shopping habits, how you evaluate food products, and your preferences for product information. There are no right or wrong answers—we are interested in your honest opinions. Your participation is completely voluntary, and you may stop at any time. All responses are confidential, will be anonymized, and reported only in aggregate. Results will be used for research purposes to improve how food product information is communicated to consumers. By proceeding, you confirm that you are 18 years of age or older and consent to participate.

Q02

Multiple Choice

How often do you buy groceries for your household?

Q03

Long Text

How much do you trust the following source for food origin information: product packaging labels (e.g., country-of-origin labels)?

Q04

Multiple Choice

If detailed traceability information were available for food products in-store, which of the following would you be likely to do? Select up to 3.

Q05

Long Text

Based on your responses in this survey, is there anything else you'd like to share about how you evaluate food origin or transparency when shopping?

Q06

Multiple Choice

What is your age?

Q07

Long Text

Thank you for completing this survey. Your responses will help improve how food origin and transparency information is provided to consumers. Your answers are confidential and will be reported only in aggregate.

Q08

Multiple Choice

Who mainly decides which groceries to buy in your household?

Q09

Long Text

How much do you trust the following source for food origin information: third-party certification organizations (e.g., Fairtrade, USDA Organic)?

Q10

Multiple Choice

What, if anything, makes you less likely to check food origin or traceability information today? Select all that apply.

Q11

AI Interview

We'd like to understand your perspective more deeply. An AI moderator will ask you a couple of follow-up questions about your food origin and transparency preferences.

Q12

Multiple Choice

What is your gender?

Q13

Multiple Choice

In the past 3 months, where have you looked for information about where a food product came from? Select all that apply.

Q14

Long Text

How much do you trust the following source for food origin information: brand or manufacturer websites?

Q15

Multiple Choice

Would you pay more for food products with independently verified origin and traceability information?

Q16

Long Text

Where do you currently live?

Q17

Multiple Choice

In the past 3 months, how often have you scanned a QR code on a food package?

Q18

Long Text

How much do you trust the following source for food origin information: retailers (e.g., in-store signage, retailer apps)?

Q19

Long Text

Rank the following benefits by how important they are to you when choosing food products.

Q20

Multiple Choice

What is the highest level of education you have completed?

Q21

Long Text

How much do you trust the following source for food origin information: government or regulatory agencies?

Q22

Multiple Choice

In a typical month, roughly what share of your grocery spending goes to products that display origin information?

Q23

Multiple Choice

What is your current employment status?

Q24

Long Text

When buying groceries in the past 3 months, how important was having clear information about a product's origin?

Q25

Multiple Choice

How many people live in your household, including you?

Q26

Long Text

Thinking about your usual grocery store, how clear and easy to read were the origin labels on food products in the past 3 months?

Q27

Long Text

Rank the following product journey details from most to least important to you.

What’s included

AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.

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Consumer Food Traceability & Origin Transparency Study

Sample questions

How often do you buy groceries for your household?

<p>How much do you trust the following source for food origin information: <strong>product packaging labels</strong> (e.g., country-of-origin labels)?</p>

If detailed traceability information were available for food products in-store, which of the following would you be likely to do? Select up to 3.

Based on your responses in this survey, is there anything else you'd like to share about how you evaluate food origin or transparency when shopping?

What is your age?

Thank you for completing this survey. Your responses will help improve how food origin and transparency information is provided to consumers. Your answers are confidential and will be reported only in aggregate.

Who mainly decides which groceries to buy in your household?

<p>How much do you trust the following source for food origin information: <strong>third-party certification organizations</strong> (e.g., Fairtrade, USDA Organic)?</p>

What, if anything, makes you less likely to check food origin or traceability information today? Select all that apply.

We'd like to understand your perspective more deeply. An AI moderator will ask you a couple of follow-up questions about your food origin and transparency preferences.

What is your gender?

In the past 3 months, where have you looked for information about where a food product came from? Select all that apply.

<p>How much do you trust the following source for food origin information: <strong>brand or manufacturer websites</strong>?</p>

Would you pay more for food products with independently verified origin and traceability information?

Where do you currently live?

In the past 3 months, how often have you scanned a QR code on a food package?

<p>How much do you trust the following source for food origin information: <strong>retailers</strong> (e.g., in-store signage, retailer apps)?</p>

Rank the following benefits by how important they are to you when choosing food products.

What is the highest level of education you have completed?

<p>How much do you trust the following source for food origin information: <strong>government or regulatory agencies</strong>?</p>

In a typical month, roughly what share of your grocery spending goes to products that display origin information?

What is your current employment status?

When buying groceries in the past 3 months, how important was having clear information about a product's origin?

How many people live in your household, including you?

Thinking about your usual grocery store, how clear and easy to read were the origin labels on food products in the past 3 months?

Rank the following product journey details from most to least important to you.

What’s included

AI follow-ups

Attention checks

AI-drafted copy

Auto report

Ready to launch?