Product Research - Qualitative

Objective
A contract publisher needed to assess opinions and attitudes towards alternative cover designs, prior to the re-launch of one of their publications. Specifically, to examine the accessibility and attractiveness of alternative cover designs and the role of these factors in the purchase decision.

Method
A qualitative methodology was employed comprising of two discussion groups, each containing 8 individuals. One group were frequent purchasers and the other less frequent.

Results
No clear winner emerged from the research so a combination of aspects from the most popular covers were combined into one design.

Product Research - Hall/ Placement

Objective
A pet food manufacturer had developed two new varieties within one of their ranges. Research was required to compare these new flavours to those within the existing range and also to assess opinion in relation to competitor products..

Method
Approximately 300 households were recruited to take part in an in-home test. Individuals were asked to compare the trial product with their usual brand over a three day period. An in-home interview was then conducted.

Results
The findings enabled our client to make minor adjustments to the products and to finalise the decision to launch these new variants.