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Packaging's role in product development: Gaining a foothold (sidebar)

Lost opportunities in consumer and market research

Focus groups are still the consumer-research workhorse where consumer packaged goods companies are concerned. Techniques such as store audits and tapping retailers for their insights, on the other hand, remain underused.

These are among the insights gleaned from reading respondents’ answers to the open-ended questions contained in the survey. The term “focus group” appeared most frequently among the verbatim comments. “In-home

use testing” and “feedback from the sales staff” were other methods mentioned by multiple respondents to the survey.

While the focus group is relatively inexpensive and does offer some insight into consumer reactions to packaging ideas, many market researchers question the validity of the focus group as an effective research tool.

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