Big Food Data can help us promote the healthy choice
How can we better understand consumer choice and can we use this insight to promote the healthy choice? Aalborg University Copenhagen, GS1 Denmark and SP Technical Research Institute of Sweden have teamed up to find, understand, interview and analyse all together 4 cases where big food data is collected. The team are in particular looking at cases of business generated data – 2 cases in each country. It’s a part of the EU RICHFIELDS project (Designing a Research Infrastructure on Consumer Health and Food Intake). The aim is to design a research infrastructure on food related behaviour of consumers, which will serve as a data platform. Aalborg University is looking at two themes: B2C and B2G buying patterns. In Denmark GfK has acted as the first case and Statistics DK as the second case looking particular at patterns in Public Organic Procurement Policies. In Sweden Göteborg Municipality has been selected so far using a similar approach. The interviews and analysis is structured according to a common protocol that is a part of the common Richfields Phase 2 protocol.
10 years record of houshold shopping
As part of the projekt a Danish family has offered their complete 10 year records of household shopping. The data set – which fitted in to two big shopping plastic bags – has now been analysed as an example of the “Donate Your Data” as part of an Erasmus exchange program between Wageningen and Aalborg Universities. The outcome is a report entitled “Crowdsourcing of Big Food Data - A case study on the supermarket purchase behavior of a four-member Danish household from 2007 until 2015. The plan is to continue and publish the findings.
You can read more about the research activities at the AAU Big Food Data website.