How To Conduct Market Research In The Packaged Goods Industry

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There are 17 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

In Case You Missed It... June 2008

News and notes on marketing and research: gay and lesbian bloggers; women and gaming sites; dead celebrities and their Q Scores

Getting to know eco-aware consumers

The author draws from his firm's panel of eco-aware consumers to sketch a broad portrait of this growing segment. Rather than going green across all product categories, they have differing preferences and expectations of greenness depending on the product in question. Cars and household products top the list of items that consumers want to be green, while apparel and electronics are relatively low on the list.

Testing product names

Name function tests aren’t really about names but the effect of the name on the consumer’s expectations of the product. This article—an excerpt from a chapter in the book Making Names—discusses using adjectival analysis to compare consumers’ expectations of a product with one name versus expectations of the same product with another name.

Designed with care

Baby Boomers are an increasingly important segment of the population. This is a group that needs special consideration from manufacturers and advertisers in addressing their needs. This article discusses conducting packaging research with seniors, including how not to use research.

Trade Talk: Consumers unsure how to solve packaging waste problems

Pollution has become a hot topic. This article discusses packaging waste problems and factors in resolving the problems, including consumer involvement.

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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.

Incorporating qualitative into package design research

The author shares some basic ideas and best practices for the use of qualitative research as a component in the package design research plan.

Consumers are like Google: Brand-building and the search for meaning

For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

How research helped develop the USPS’s Sample Showcase program

In an era when the e-mail in-box is seemingly king, the USPS used qualitative research to help bring some excitement back to postal mail with a new product sampling program.

An analysis of the past 20 years of client-side research buying

Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

How Procter & Gamble worked to develop online data quality guidelines

P&G’s Don Gloeckler details his firm’s quest to define and implement a set of online data quality guidelines and explains how other researchers can get involved in the same process.

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