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Abstract: During the last decade, the Australian mushroom industry monitored consumer behavior, perceptions, motivations and preferences. The feedback obtained enabled the industry to be progressive, customer focused and friendly. This paper examines the demand side of the mushroom business and the importance of keeping in contact with the consumer. Also, the paper covers the lessons learned from more than 10 years of monitoring customer needs and wants, and how the Australian mushroom industry had used these findings to create profit, growth and satisfaction. Further, it highlights what has worked in creating change. The methods used were diverse, but examining a decade of qualitative and quantitative findings revealed major trends.
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