Participants in the adult groups included primary shoppers (70% women, 30% men), ages 25 to 55, with a mix of employed and unemployed people.
The teens and tweens focus groups were divided into two segments. The first one was boys and girls in grades six and seven and the second was boys and girls ages 16 and 17.
Each focus group addressed one category and two drivers in their discussions about the features—including packaging materials—that influence consumer purchases. Product
categories studied were frozen foods, non-frozen products, personal care, and household and garden. The drivers studied were convenience, wellness, safety, and gratification.
The sessions included unaided discussion on pre-selected products and aided discussion on additional packaging examples.
In 2004, PTIS, a management consulting firm in Kalamazoo, MI, conducted surveys and interviews with store managers in a variety of retail distribution channels.
First, the store managers were asked for their opinions of packaging in general and to describe both their concerns with paperboard packaging and their thoughts on where opportunities lie. In the second part of the retailer research, questions addressed specific product categories.
See the story that goes with this sidebar: On paper, a world of opportunity
