• Skip to primary navigation
  • Skip to main content
  • Skip to footer
Peoples Marketing Insights

Peoples Marketing Insights

Insights. Strategy. Results

  • Home
  • The Team
  • Methodologies
    • Facilitation
    • Pharma OTC
  • Case Studies
  • Clients
  • Accolades
    • Press
  • Contact
  • Facebook
  • LinkedIn
  • Twitter

Identifying Consumers’ Reasons for Using Products, and Reactions to New Products

Situation/Objectives

 A company has launched a new brand and product – as have a half-dozen competitors – into a new category segment – that has the potential to transform the category and industry. They want to more fully understand consumers’ (product users) reasons for product usage, which transcends emotional, physical, and practical needs. They want to show the new products and prototypes to non-users, too, to determine their reasons for non-trial, and their level of purchase interest.

Action

 PMI conducted six focus groups across two cities among users and non-users, by gender. Participants were asked to create collages to show their thoughts and feelings when using both traditional and new, innovative products.

Results

 The collage exercise generated a myriad of insights around consumers’ emotional attachment to certain types of products. The new prototypes were well-received and compared well to the competition, but several suggestions were put forward that will be implemented into future products. Consumers also provided feedback on the brand’s advertising, which will be incorporated into future ads.

Let’s get the customer conversation started

We look forward to talking to you about your qualitative research and insight needs

Contact Us

Footer

  • Facebook
  • LinkedIn
  • Twitter

Social

Follow along on social media.

GreenBook Directory Listing

Navigation

  • Home
  • The Team
  • Methodologies
    • Facilitation
    • Pharma OTC
  • Case Studies
  • Clients
  • Accolades
    • Press
  • Contact

Site Pages

  • Accolades
  • Case Studies
  • Clients
  • Contact
  • Facilitation
  • Home
  • Marketing Challenges Competitive Intelligence
  • Marketing Challenges Positioning
  • Marketing Challenges Usability Testing
  • Methodologies
  • Pharma OTC
  • The Team
    • Press

Copyright © 2023 People's Marketing Insights, LLC