What are Your Chocolate Preferences?
It’s been a few months since I first published the Chocolate Preferences Survey results. Since then I’ve received more input from an all-female product review panel who filled out the survey (thank you!). I’ve combined these new responses with previous results and reposted the graphs here. For full commentary, please see the original post which I’ve also updated.
The review panel consisted of about 40 women in the following age ranges (not all of them answered the age question):
- 30 – 39: 41%
- 40-49: 41%
- 50-59: 11%
- 60-69: 7%
The group did not necessary identify themselves as chocolate lovers nor were they necessarily connoisseurs. This was confirmed by most responses to a favorite brand question. Although they overwhelmingly listed brand as their number one most important factor when choosing chocolate, the most commonly cited “favorite brand” was Dove with Ghiradelli, Godiva and Lindt all tied for second place. Don’t get me wrong, there’s nothing wrong with most of these brands, but the responses don’t show much depth of brand awareness. On the other hand, it’s a great testament to the marketing effectiveness of these ubiquitous brands that they are on the tips of the tongues of American consumers.
I really hope that artisan bar makers will get more recognition and brand awareness in the coming years. While I’d like to keep all the good stuff for myself, it’s nice to be able to talk to people about the difference between Amano and Amedei and they actually know what you’re talking about.
Here are the results. In this recent survey, Question #2 (choose all factors that are important…) was not asked, so I’ve left it out of this update. What follows is a combination of all responses from the original survey and the new review-panel results.
Now it’s your turn. The updated survey has been set up and is quick with only ten questions. Click on the link at the top right of this page to take the latest chocolate survey.
Well there’s more data still to be added from the ongoing online survey. Things have been quiet here on my end while I’ve been working on the video blog, so I thought I’d offer this new survey data to keep the blog moving. But the video blog is coming along. I just my wife’s help to translate from Japanese to English. Stay tuned.