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The report is based on national survey research conducted by The Consumer Network during the summer of 2002, augmented with findings from focus groups and site visits inside consumers’ homes and cars and creative illustrations of consumers’ wish-lists from Icon Graphics. It encapsulates users’ experience, perceptions, frustrations, wishes, needs and purchase influences. It shows how demographics do and don’t make a difference and which demographic is most influenced by packaging improvements. It shows how and where performance shortfalls limit use and dampen sales. Its category comparisons provide a context for better understanding of consumers’ changing perceptions and expectations. This price includes the right to photocopy and circulate pages for idea generation and worksheet use within the company and its suppliers. The report suggests that users invite colleagues and suppliers to use the capsule summaries and drawings as new package building blocks, using Post-It™ notes to add or subtract functions, benefits, or attributes. It also suggests that readers follow consumers by going beyond their own categories to categories that overlap in any way, from use occasion to buying frequency. |
