Perception is reality, and this process gets to perceptions of packaging

Use this specialized focus group tool to probe consumer perceptions on products and how packaging can influence those perceptions.

• Determine what product attributes you want to test. Do you want to know if your product and package seem “old-fashioned” or “modern.” Or do you want to know if it is “premium” or “average.”
• Have focus group members buy products that reflect the attributes you want to research. They get samples of both “good” and “bad.”
• The moderator probes why consumers perceive the product attributes. Often packaging makes major contributions to the perception.
• Put packaging and marketing people “behind the glass” to pick up non-verbal clues.