Marketing research for consumer
packaged goods (CPG).
The consumer packaged goods (CPG) industry faces a complexity of challenges which require creative solutions for brand marketing research. Impact has provided guidance to leading CPG manufacturers as they face the key challenges and growth opportunities within the industry.
- Product Innovation. Companies continue to search for new ways to engage customers and build deeper customer relationships. Companies are no longer competing on functionality or price alone. They must now deliver superior products, a unique customer experience and the emotional connection that product packaging, design and style can deliver. Impact Consumer Research supports this challenge through its menu of concept screening, concept building, product guidance, and new product targeting services.
- Brand Architecture and Product Branding. There are many differences in approach when businesses are deciding what brands to market, and one of the most crucial is deciding exactly what scope a brand should have. The proper "brand plan" is essential given an erosion of brands and the flood of new brand introductions. Further, the growth in private labels has created both opportunity and challenges for consumer-packaged goods manufacturers. Impact Consumer Research has assisted our CPG clients in assessing their brand offerings in an increasingly complicated competitive setting.
These challenges mean developing insights on what products consumers need, what they want to buy, and how to reach them, at home and in the store. We offer a full range of marketing research techniques custom designed to achieve the specific research objectives presented by our CPG clients.