How To Conduct Market Research In The Packaged Goods Industry

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Family research: Keep on trying 'til you reach the highest (common) ground

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Dads are a rising consumer force ignored by most brands

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

How P&G used agile research to keep up with consumers

The need for immediacy has spurred the development of the agile research methodology, an iterative approach to give researchers real-time insight and the power to make changes on the fly. Procter & Gamble shares its experience using agile research for holiday-season fragrance marketing.

More than an activity: How passive 'shopping' is changing the path to purchase

This article examines the digital qualitative work Communispace conducted with the Advertising Research Foundation to uncover and explore consumers' "unconscious" shopping behavior and discusses how online and offline influences contribute to brand perception.

What happens when community participants start acting like researchers?

Drawing from case study examples, the authors explore their experiences with using co-moderation, co-analysis and co-reporting to give participants more active roles in research communities.

Dads are a rising consumer force ignored by most brands

No longer relegated to cars and electronics, a Yahoo! study shows that today’s dads are sharing the family CEO role with moms.

How research can help keep marketing claims in compliance

Using a fictional cake mix as an example, the author outlines best research practices in claim substantiation.

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