Consumer Packaged Goods

Our experience over hundreds of qualitative research projects has covered virtually all areas related to the development and marketing of grocery products.  Project examples:

 Label & Package design

  • Multi-year relationship with global spirits manufacturer completing qualitative research on package designs for premium vodka and rye brands
  • Several qualitative research projects for national wine producer involving label design and communications testing
  • Lead qualitative researcher for more than twenty years in testing package designs (bottle shapes; label and can graphics; secondary packaging design) for a national brewery involving a dozen brands and more than 50 projects
  • Lead qualitative researcher for more than twenty years in testing package designs for a global tobacco company.  This is an industry where package design is critical, as it is the only vehicle for communication

 TV, Print and Online Advertising Testing

 New product testing

  • Over a 20 year client partnership with a major national brewer, we  tested, evaluated and refined new product concepts leading to successful launches of several products (Dry, Ice, Genuine Draft) and formula (Amber, Wheat, Shandy) varieties
  • We managed and executed qualitative research for a dominant player in the bottled water industry as they explored and then launched a new flavored still water.  Early sales results are still pending

 Branding & category positioning

  • Through a multi-year marketing consulting and qualitative research relationship with a flavored water beverage company (starting from the company’s inception), we completed several qualitative projects involving branding,  positioning, package design, new product formulation and communications testing.  The company was credited with having pioneered the North American alternative beverage industry, and  annual sales hit $155 million in the first 5 years.  It is now a global brand, having sold over 2 billion bottles worldwide.