A national advertiser wanted to gather feedback from consumers regarding current use of a particular product, recognition and use of competitors’ products and their likelihood of using the product being researched based on several proposed design changes to the packaging. To gather this feedback, Hardwick Research conducted intercepts with general consumers in shopping malls in eight geographically dispersed cities throughout the U.S.

Based on the intercepts, our client obtained valuable information on the usage of their product by geographic area, the usage of competitor products, consumer preferences for the new designs as well as their likelihood of using the product if the package design was used. Based on the participants’ feedback, our analysis of the results and the client’s evaluation of their manufacturing capabilities, a new design was chosen and implemented.

Case Studies