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Serge Michels Staff student seminar

Serge Michels presented the results of the Euroclaim survey.

The Euroclaim study was conducted to understand the perception of health in food, and health claims in 6 countries of Europe : UK, France, Germany, Sweden, Spain, Poland.

In each country a qualitative exploratory research was conducted by 2 focus groups by country. The aim of this qualitative phase was to validate the concepts and wording used in the quantitative phase. The quantitative phase was conducted by a questionnaire to a representative sample of more than 1000 people in each country. This survey explored  :

- Attitudes toward food and health.
- Signification of "eating well".
- Concerns about eating.
- Correlation between natureness and health of 15 foods without claims using a scoring scale.
- Variation of health score of foods before and after claims (33 claims testing different hypothesis).

Serge Michels works as VP of Proteines, a market research company; previously he has worked for industry, and for the largest French Consumer association Journal (UFC/Que Choisir). Serge has vast experience of consumption and especially the food market.

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