How To Conduct Market Research With Paper Goods

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On the wings of an eagle

After a merger between Georgia-Pacific Corporation and Great Northern Nekoosa Papers, researchers applied a three-pronged strategy to determine how to structure different parts of the new company. They used one-on-one interviews with senior management of the key merchant distributors of G-P's papers, focus groups with printers and designers who were major users of Hopper and Nekoosa premium papers, and quantitative surveys of office paper buyers, printers and designers.

In Case You Missed It...March 2008

News and notes on marketing and research: Avon; the stationery market; teens and social media

Building a better brand

Scott Paper used Building Blocks, a qualitative research technique, to get consumers to build their ideal toilet paper. The information was used in the development of Cottonelle.

Absorbing some changes

The James River Corp. used focus groups as part of a nine-month research project that examined all phases of its Brawny brand franchise.

Families in no rush for back-to-school shopping

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Families in no rush for back-to-school shopping

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