New Pack Designs for Fast Moving Consumable Goods
A large proportion of the work we undertake at Blue Yonder Research relates to New Pack Design; a leading global personal care client relies heavily on us to gain initial insight into new pack designs. We use a combination of focus groups, quantitative surveys, observations and shopper studies to provide detailed insight into how consumers view a product’s perceived benefits; we note and record their intuitive use of the packaging and discover any behavioural changes cued from the unfamiliar pack. This allows the client to see exactly what consumers feel about the new pack design and provides the reliable evidence necessary to make directional changes in product development. Our success within this field has maintained its strength; we use reliable techniques through each stage of product evaluation, as they are proven to offer an accurate consumer assessment of the product in question, whether it be positive or negative.
Neuro Linguistic Programming:
In 2008 we built upon and developed our use of NLP; this technique can be used to uncover consumers’ deeper motivations and their goal-driven behaviour. It offers understanding of the goals people are trying to achieve through their product choice, and determine how strongly people are motivated towards satisfying these goals. NLP delivers insight into associations of products, which can help to direct clients to specific promotion techniques. Although some companies have relied upon Eye Tracking, we feel that is does not offer enough feedback to the client; a consumer may be looking at the required product, but their thought process is inaccessible, and potentially even negative. Our use of at-shelf video observations allows us not only to see where consumers look, but which products they pick up, and how they interact with them, giving a more detailed understanding of their product choice.
Recruitment
Our in-house recruiters allow us to provide respondents who meet very specific criteria, from working mothers, aged twenty five to thirty who eat ice cream twice a week in winter, to ladies who have been retired for over five years and regularly buy mail-order from daily newspapers! If you need to speak to them, we can find them!
After a project, each respondent is logged in our secure database, along with their full personal care, home care and demographic profile; this allows us both speak with an individual again if required, and to closely monitor use of each consumer to ensure that they only attend Qualitative research sessions a maximum of twice a year, and participate in Quantitative projects no more than three times per year; this prevents the consumers becoming ‘professional testers’, and ensures they offer genuine opinions, and not merely answers which they think we want to hear.
‘Blue Yonder talk to the people that we really want to hear from…’
Quantitative Fieldwork and Statistical Analysis:
In addition to our Qualitative team, Blue Yonder Research have researchers dedicated to Quantitative studies; with experience in this type of fieldwork spanning almost thirty years, we have the ability to take care of every aspect of Quantitative research; we can source, de-brand, deliver and collect products both on a local, and national scale as required; we recruit respondents; design, print and distribute questionnaires and have the in-house ability to input the returned data and provide a full statistical report and analysis. By ensuring that all studies are nationally representative, balancing cells by age, social classification and product usage as specified, we provide the client with robust, accurate results.
Shopper:Lab™ is n
02.07.10
Shopper:Lab™ is now visible wherever you are in the world; for your next project, why not benefit from our new capabilit...
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