Using focus groups effectively in packaging research

Greenbaum, Thomas L.
June 1995
Marketing News;6/5/95, Vol. 29 Issue 12, pH34
Trade Publication
The article reports on the increasing use of focus groups to develop marketing plans. The basic principles when using qualitative research to develop packaging are enumerated as follows: (1) establish specific objectives; (2) determine qualitative methodology; (3) develop the most effective stimuli for exposure to the participants during the group; and (4) ensure that moderator is familiar with some unique techniques necessary to conduct effective focus on packaging.


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