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OCR for page 141
CONTRIBUTIONS FUROR THE FIELD OF MARKET RESEARCH *
JUNE 27, I94I
Wesley Hardenbergh (American Meat Institute): Institute comprises
375 meat processing companies. Began investigation and campaign because
of downward trend of meat consumption. Important to Institute, to farmers
(25~ cash income from selling meat animals). Hoped to discover consumer
attitude.
Elmo Roper (Consultant to American Meat Institute): Survey of meat
consuming habits; motives for eating; motives for not eating. First stem
rocking chair conversations with consumers, home economists, doctors. Second
step, questionnaire pre-tested in 30 communities. Third step: 5200 interviews
using questionnaire on Forturte cross-section, interviews with dieticians, home
economists, domestic science teachers, and observers in butcher shops. Find-
ings: 98.870 of all interviewed ate meat at some time, 36% said it tasted
best (of long list of foods), 8070 labelled meat as food that stayed with you
longest; 60% of all evening meals contained meat, cow noon meals, 33%
morning meals. Differences: Men ate more than women, manual laborers
more than white collar people. Meal at which meat eaten: South and South-
west fairly heavy at breakfast; South and Northwest, heavy at lunch; all
except Southwest heaviest at night; rural heaviest at breakfast and noon;
urban, heaviest at evening. Meat preferences: lamb consumption largest in
Northeast, smallest in Southwest (though area where lamb grown); 9570
ate beef at some time; more pork than beef meals, though more people actu-
ally avoided pork than avoided beef. Drawbacks to meat consumption: 2I7O
thought meat hard to digest; 75~c (men and women equally) thought pork
most difficult of the meats to digest; ~oj5 believed some or all meat fatten-
ing. Although 30~0 did something consistently to get vitamins in diet and
To women considered vitamins most important in meal planning (9% con-
sidered proteins most important; smaller To minerals), meat does not rank as
important source of vitamins in public mind said meat best source,
~67o said meat contained sonic vitamins. Doctors and dieticians better in-
formed but disagreed among themselves. Considered meat an important
source of proteins, but these not generally regarded as so important in meal
planning. Some 207to felt they ate too much meat. Comparisons of records
kept by one-fifth of respondents with statements made showed they actually
ate meat ~.4 times daily; thought they should eat meat ~ ;4 times daily; thought
they did eat meat ~.7 times daily. Doctors and dieticians thought rich eat
too much, poor too little. Actually, despite differences of quantity and quality,
each group eats neat same number of times. Majority said meat "most ex-
pensive food" for what you get out of it; easily understandable since it is
* See minutes of the conference of Committee on Food Habits, June 27, ~94:, under
same title.
14r
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I42
The Problem of Changing Food Habits
not regarded important source of vitamins and is considered by so many as
indigestible. Thought by ~370 that beef, if eaten Norm than once or twice
a week, would cause high blood pressure. ~
1 hose eating meat infrequently,
when asked why, said they did not feel need of it. Reasons given by Hobo
who felt too much meat eaten: keeps one from eating vegetables and other
things "good for one ;" hard to digest; bad for blood pressure; bad for
kidneys; fattening. Main factors affecting food-eating habits: economic status
and geography (far more than sex). Cereals, breads, meats showed practi-
cally no variation in amounts consumed in different economic levels; con-
sumption of fruits and juices (fruit and vegetable) declined sharply with
decline in economic level. Tabulations of records of food eaten made only
of meat consumption.
Mr. Andrew Duncan (Leo Burnett Company): Worked out advertising
campaign for American Meat Institute. Carried research further to find what
housewife means by "well-balanced" meal; what people mean by "hard to
digest." Decided groups which must be reached: ~ ~ thought leaders in
field of nutrition (doctors, dentists, nurses, nutritionists)-special campaign
couched in their own language necessary for these; ~) home economics teach-
ers; 3) retailers and salesmen contacting retailers (about ~,ooo,ooo people
behind counters of some 500,000 retail outlets); 4) ~30,ooo,ooo consumers
in 35,ooo,ooo families. Media used to reach construers: well-rounded list of
national magazines can cover up to 75~o of population (lower third-True
Story, Liberty; middle third and upwards and downwards Saturday Evening
Post, Life, Colliers, Good Housekeeping, Ladies Home Journal, Woman's
Home Companion, McCall's); newspapers (reach lower in economic scale);
radio; outdoor end transportation advertising. Approach to appeals: must
bring appeals down to family level; deal with problems of misinforma-
tion about meat; tell correct nutritional story of meat; teach women cuts of
meat (in an earlier study found women generally knew only ~-~5 cuts out
of possible ~60) in terms of expense and thrift.
Mr. J. H. Moninger (American Meat Institute): Described presentation
of data to public to correct misinformation and give new information. Posi-
tive points uncovered in Roper survey: people eat and like meat; public
recognizes meat has a satiety value. Negative points: public does not
know about vitamins in neat; think meat difficult to digest, fattening, expen-
sive, too much is harmful causes variety of ills. Checked presentation with
nutrition authorities before sending it out to public. Showed numerous poster
and chart exhibits to illustrate points. In messages to physicians answer four
negative criticisms: vitamins, fattening, indigestibility, eat too much. In mes-
sages to home economics teachers add other points economy and prepara-
tion. In messages to general public stress: vitamins, digestibility, waistline (im-
portance of meat in modern reducing diet), satiety value, economy (show
this without pointing directly to fact that meat is not expensive or that it
is economical), leftovers (must take into consideration men's instinctive dis-
like of), appetite stimulation by advertising appeal, reply to "eat too much"
by showing meat in well-balanced meal. In addition to direct advertising also
send material through publicity channels; these may coincide with ad trend
OCR for page 143
Contributions from Market Research
i43
or be more general in nature. As campaign goes on, fits more and more into
broad program of nutrition.
Mr. R. C. Pollock (National Live Stock and Meat Board): Board estab-
lished ~8 years ago. Is independent of but cooperates with American Meat
Institute. Uses research facilities of Bureau of Home Economics and state
experiment stations; research projects largely in hands of the National
Research Council. Board has own Department of Home Economics under
~ ~ · T , ~ it, . ~ ,, ~' ~ r
vl1ss lnez w1llson. make regular surveys on cost ot meat. Cast survey in
Chicago showed ~5 retail cuts at 25¢ a pound or less. Gradually enlarged
research program; Miss Anna Boller in charge of nutrition division.
Miss Anna Boller (National Live Stock and Meat Board): Board carries
on two types of research: fundamental research and clinical research. In-
cludes such studies as: value of protein foods in reproduction and lactation;
blood regeneration; iron content of animal tissues; fat metabolism; unsatu-
rated fatty acids; effect of different percentages of proteins in diet; effect
of meat on biological value of proteins; effect on kidneys of diets high in
protein; vitamin B complex; meat and disease; high protein diet in hyper-
tension; lunches high in iron effect on hemoglobin of under-privileged chil-
dren; high protein diet in weight reducing and gaining-complete metabolism
work; lard and eczema; anemia in infants and in college women. Open to
suggestions for studies to be included in program for next year.
Mr. Follock: Board has approved a study of loss of vitamins in meat as a
result of cooking. Board ready to cooperate with national health defense pro-
gram. Are working with retail meat dealers to help them sell housewife less
expensive cuts of meat. Merchandising Department now working with Army
on meat problems.
Mr. Max Called (National Live Stock and Meat Board): Merchandising
Department uses demonstration as chief method of instruction. Work of
department divided into 5 sections : meat lectures (with demonstrations);
meat exhibits at livestock exhibits and fairs; merchandising service (tech-
nical information for authors, editors, publishers); motion pictures; training
program for Army, Navy, and Conservation Corps. Try to help housewife
select meat to better advantage. In demonstrations find relative importance
of appeals to senses as follows: eye, 87570; ear, 7%c; nose, 3.5%o; hand, i.57o;
tongue, Who. After demonstration give booklets describing subject (Cashing
in on Pork, Cashing in on Lamb, Cashing in on Beef, etch; include little read-
ing matter, many pictures. least year installed i38 exhibits across country;
found people spent anywhere from 3-20 minutes observing exhibits and taking
notes on cuts, etc.
Mr. Pollock: Should consider possibility of tying defense program to media
used by Board exhibits, for example. Home Economics Department dis-
tributes information regularly to 240 out of the 800 radio stations in United
States on meat selection, preparation, and utilization of food. Supply con-
sumer literature for distribution. Maintain "clip-sheet" service on meat
for ~02 metropolitan newspapers. Sell bloc a copy) textbook Ten Lessons
on Meat to high schools. Monthly bulletin, The Food and Nutrition News,
sent out to home economists with samples of other new literature. Home
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The Problems of Changing Food Habits
Service Department conducts cooking schools ~ emphasizing well-balanced
meals ) across country. Give supporting copy to newspapers. Women in
charge also speak over radio. Syndicate service sends out copy weekly to
about ~2 papers-emphasis on less demanded and low cost cuts of meat.
Second syndicate service at present going to another ~6 papers are fur-
nished with glossy prints of material on request. Since first of year have been
cooperating with Army. Merchandising men visited Army camps to observe
problems involved. Assist Army with cutting, cooking, and on nutrition;
not too much on cooking; nutrition material taken from Government bulletins;
cutting methods entirely new.
Mr. Cullen: Observation showed necessity for developing entirely new
methods of meat cutting for Army to get uniform sized boneless roasts.
Took information to mess sergeants and cooks. Made complete round of all
large Army posts in the ~ Corps Areas. Conducting 5 day meat training
schools with key man from each regiment in attendance at the post school.
Each returns to regiment as meat specialist. By August I5th, 800 such men
will have been trained. Prepared supplementary booklet, Meat Reference
Manual f or Mess Sergeants and Cooks. Prepared large lecture charts:
~) three functions of food and food classifications (made with cooperation
of Col. Howe); 2) nutritional requirements of properly balanced meals;
3) meat cookery; 4) meat cutting series; 5) location and names of wholesale
cuts in various kinds of meat; 6) meat camring; 7) refrigeration, sanitation,
safety, care of meat blocks and tools. These are for use in Army Bakers an
Cooks Schools. In addition, give men handbook with necessary references
to put into practice information obtained at lecture demonstration.
Mr. Pollock: Board has prepared booklet on lard for Army use how to
use and make different products with lard. Lots of pictures with very simple
directions. Board has had prepared a motion picture on cuts of meat, methods
of cooking, methods of carving, and what there is in meat and what it will
do for you. Since distribution began (Dec. I, ~940) picture shown ,893
times to 2,422,256 persons, approximately 6070 high school and college
students, 40~ adults.
Mr. Hardenbergh: Offered cooperation of Meat Institute with program.
Discussion following formal reports:
Mr. Roper (in reply to question of Dr. M. Seay on breakdown of figures in
economic levels of survey): Breakdown in terms of size of place, geographi-
cal area, section, age, economic level, but do not have tabulation of a particular
economic level in terms of size of place, etc. Have an over-all picture of rural
area as compared to other size groups. Do not have, but could get, rural
areas by geographical areas, or economic levels, etc. Can give diet all the
way through for an average day.
Dr. Hazel K. Steeling: Farm family food consumption report gives by
family size and income for different sections quantities of food consumed dur-
ing a period of a week.
Mr. Roper: In speaking of rural families in report, farm and non-farm are
lumped together but could be separated. Percentage of relief families in
OCR for page 145
Contributions frozen Market; Research
~45
eluded in survey. Don't know eRect of food stamp plan, but would throw
figures off only for a small percentage of over-all. The survey was an accu-
rate cross-section of the entire population geographical area, size of place,
sex, occupation, age, and economic level. Have several methods of checking.
Booklets not returned in proper proportion (more rich and old replied) but
threw out enough to get accurate sample of loom Not likely to do another
survey soon because habits change slowly, but the war situation with its
rapid changes may make it necessary to check up.
Mr. Pollock: Rapid changes illustrated by Army. In past little lamb used.
Mess sergeants claimed soldiers did not like lamb. But survey made when
lamb was served at two Army camps (~3,ooo men) showed men loom in
favor.
Dr. M. G. Reid: Posters shown here presumably dealt with attitudes re-
vealed in survey. What was response to digestibility ~ Question whether people
mean feeling of discomfort or whether they mean absorption of food when they
speak of digestibility.
Mr. Roper, Mr. Burnett: Don't know exactly what people do mean;
advertisement tries to deal with both factors.
Miss Willson: When people say a food is indigestible there is the ques-
tion-how many speak from experience of actual digestive disturbance due
, . ~,
, ~ ~
to a food ? Probably a very small proportion.
Dr. W. H. Sebrell: An important point in advertising. May do harm if miss
point. Attitude probably partly due to recommendations of physicians for
feeding of invalids or babies.
Miss Boller: Publications of National Live Stock and Meat Board stress
fact that some meat (those higher in fats) are more slowly digested rather
than a difference in actual digestibility. Must begin with education of doctors
on this.
Dr. Reid: But is there in fact any difference in digestibility? Advertis-
ing of business groups shows some unwillingness to face up to something
that is a disadvantage to an actual product. Reaction to a single advertise-
ment conditioned partly by other advertisements, etc. Evasion reduces educa-
tionai value of posters. Recognition of limitations necessary if educational
contribution not to be wasted.
Mr. Moninger: Statements are first submitted to Council of Foods and
Nutrition of the American Medical Association for their approval.
Dr. Reid: Nevertheless attitude of public may be sceptical.
Dr. W. L. Warner: Important thing for Committee to know is where do yolk
succeed and where have you failed. What kind of things do you do that really
get people to follow what you want them to do? .... What sort of things
have you done that don't get the follow-up you would like?
Mr. Roper: Must start with analysis of whether emotional reasons for
doing something are for you or against you (in making up advertising or
propaganda). In meat situation have two strong emotional reasons for you
(keeps you from getting hungry, tastes good) and a number of rational reasons
against you. Must provide rational reasons which will dispel fears must
understate rather than exaggerate. If a strong emotional urge to do some
OCR for page 146
46
The Problem of Changing Food Habits
filling is missing, then must combine thing with something else to provide
the emotional support. (Defense Bonds no strong emotional urge to save
money-so must combine with do something for Uncle Sam). In general
there is a tendency to overestimate amount of information common man has,
underestimate his common sense. Successful appeals are those which are
sound statements, understatements rather than exaggerations, directed toward
person's actual self-interests. These statements backed up by eight years of
research on subject.
Mr. Leo Burnett (Leo Burnett Advertising Co.~: Emotional urge plus
rationalization the basis of all successful advertising. Must appeal to self-
interest of reader. In nutrition program have problem of articulating the
standards and yardsticks. Must boil down points and put them where every-
one can see them. Changes probably greatly accelerated in present situation.
Must find necessary emotional appeals "everybody is doing it" and patri-
otism probably would be successful. Two major divisions of problem crafts-
~nanship (words, pictures, technique) and media. Should not depend solely
on manufacturers, etc.; must find ways to adequately place, focus material.
MY. Pollock: Must interpret scientific data in such a way that the layman
or instructor can understand it. Story must be sound and reasonable. For
instance, research on liver as source of vitamins eventually resulted in tre-
mendous increase in sales of all kinds of liver. When lecture on liver is given
in cooking school, all liver in town is bought up next day. And so on. In
material on reducing or gaining diets, urge person to consult physician first.
Experimented with diets for reducing including lean meat. Checked effect
of high protein diet on dogs and rats. Issue of Harp eras Bazaar containing
data on "Reducing with Meat" sold out; had to repeat article. In building
up a campaign must put emphasis on sound facts; against kind of advertising
that says "eat galore," "drink more"- never urge people to eat more meat.
A program in Kansas City, Omaha, and St. Louis stressing forequarters
completely changed sales in two months. Education on cooking temperatures
of meat went slowly but now average woman knows low temperatures
should be used. Got cooperation of Taylor instrument people when they made
a meat thermometer. Must make information simple if it is to be used. Con-
centration necessary on defense program. Commercial interests and educa-
tional institutions should go ahead hand in hand in interest of civilian and
national defense. Put available material in shape the layman can understand.
People are eager for new information. Research on lard and eczema not
complete-but people already asking for help.
Dr R. Wilder: Does acceptance by the Council on Foods of the American
Medical Association add to the value of an advertisement? Helps with Food
and Drug Administration when American Medical Association standards are
accepted. Must make one or two points of criticism. Meat eating may not
cause hypertension, but most physicians would hestitate to allow a person
with high blood pressure or nephritis, etc., to eat a lot of meat. Might be
kickback on this advertising point. Another thing, approximately same num-
ber of calories needed in summer as in winter, but in summer don't want
foods with a high specific dynamic action, and meat is high.
.. .. .. . ~. . , .. ~.. .
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Contributions frolic Market Research
~47
Mr. Pollock: People don't write in on such points. But need advice and
counsel of people like you.
Miss Boller: Statements based on editorial in Journal of the American
Medical Association. Meat does not cause elevation of blood pressure in un-
complicated cases of hypertension. But have laid little stress on point.
JIr. Burnett: American Medical Association steal strong point in advertis-
ing; appeals to retailers especially.
Dr. Seay: Are we giving enough recognition to importance of elementary
schools ~o,ooo,ooo people in elementary schools not yet reached.
Dr. C. E. Gnthe: Discussed problem at previous meetings relative level of
reading ability and vocabulary of group for whom material intended.
Dr. R. Tolman: What is relation between correct information and correct
action ?
Err. Roper: Information not tabulated-complicated by economic factors.
Must get cross-rufT between amount of 'education and purchasing power.
Mr. L. D. H. TEeld (McCann-Erickson Advertising Agency): Handle
Pillsbury Flour advertising. No new surveys made. So far largely newspaper
advertising on vitamin reinforced flour. Too early to' tell results. National
Biscuit-new bran. Testing appeals. California Walnut Growers account-
advertising magazine, newspaper, outdoor, recipe books increased consump-
tion and length of season. Pineapple Association account well rounded cam-
paign almost doubled sales of crushed pineapple. Shows habits not too hard
to change. Media used ' for educational work depend on product, group to
be reached. Magazines do not reach lowest income groups; reach these by
radio and newspaper; some outdoor advertising. But no general answer.
Importance of research work in planning campaign-various forms: broad
consumers surveys, home tests needed to determine appeals and consumer
attitude toward product. Developing special techniques. No check when
advertising has begun except possible later sales survey.
Miss Marietta Eichelberger (Director of Nutrition Service of the Evapo-
rated Milk Assn.~: Evaporated Milk Association organized in ~9~3 for re-
search and education. All research carried on' through fellowships. Method
of interpretation of research depends on group to be reached; tools for home
.
economists, science, or grade room teachers, teachers of adults, public health
or welfare administrators, doctors, dentists, nutritionists, nurses, etc. Need
for simplified interpretation. Evaporated milk~ow's milk illustrated bv
poster. Evaporated milk a product, not a brand. Educate teachers to teach
clients, etc. Publications carry seal of American Medical Association, some-
times important, sometimes not. Non-technical language essential. Developed
series of welfare leaflets education material followed by recipes-simple
everyday ingredients- How to Feed Children in Nursery Schools; How
to Feed Young Children ire the House simplified into Solve Foods for Your
Child simplified into Feeding Your Child. Feeding a Family at Low Cost
simplified into Using Evaporated Milk in Good Food for the Fancily.
Educational material must be attractive-color, if possible two colors, pic-
tures, white space, no crowding. Also plan teaching aids for use in school
room posters, stories, comic strips, plays, recipes, suggestions for activities.
IO
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148
The Problems of Changing Food Habits
Several units of study on problem basis all showing evaporated milk as an
economical, safe milk supply. Foreign language leaflets (Italian, Spanish,
Yiddish) developed but not worth effort and cost. Consumption increased
front 7 pounds per person to ~8 pounds per person over 20 years. Try to
overcome prejudice against food in cans; taste prejudice children's preju-
clice due to adult influence. Use evaporated milk in nursery schools, school
lunch programs-convenient as well as safe. Good acceptance. Leaflet on
school lunches for WPA program. Always stress economy, safety. Infant
feeding program result of early work of late Dr. Marriott approximately
lo% of all babies in United States consume evaporated milk; do not need to
be educated to like it. Evaporated milk more easily and completely digested;
calcium, other minerals, and vitamin values not impaired. Have no way of
knowing exact distribution of evaporated milk or who gets it in hone; would
like to know. Approximately 60% now produced is reinforced with Vita-
min D-approximately solo by means of irradiation, IONS by adding fish oil
concentrate. No data on sales appeal of each type.
Representative terms from entire chapter:
home economics
