The Science of Marketing Seafood
The Ehrenberg-Bass Institute for Marketing Science at the University of South Australia is collaborating with Marine Innovation SA on a variety of projects. An example is its collaboration with PIRSA to gauge the market potential for finfish farmed using water from the Salt Interception Schemes (SIS).
Market Research has an important role in projects such as this as it can identify the key target groups, as well as forecast awareness and demand levels allowing for realistic program targets to be set.
For the SIS Finfish project, market research was particularly important because, as a new-to-market product, it was uncertain whether fish farmed using water from the SIS would be appealing to the key groups within the community.
Researchers at the Ehrenberg-Bass Institute have begun conducting in-depth interviews with people from within the industry, as well as members of the public, in order to ascertain whether finfish farmed using water from the SIS have the potential to establish a competitive market presence.
Senior Researcher Erica Riebe commented that the collaboration “is an exciting opportunity for the Institute to be involved in a project that has the potential to have a positive impact on ecological sustainability”.