Consumer Products Market Research Examples
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Motor oil market segmentation study
Zeldis Research has conducted many qualitative and quantitative studies for a major motor oil manufacturer, including advertising
evaluations, concept tests, and brand positioning research.
Notably, Zeldis Research conducted a large‐scale qualitative study designed to re‐evaluate the brand’s existing consumer
segmentation. Focus groups were conducted with a variety of consumer types across several markets; groups included creative‐
thinking exercises such as image sorts and storytelling.
The results were used to uncover potential attitudinal segments, which were then validated through quantitative research.
Breakfast product study
A major food manufacturer commissioned Zeldis Research to explore attitudes toward two of its breakfast product offerings. The
primary objective was to identify reasons for declining or flat sales in key product areas.
In‐person focus groups and online bulletin boards were conducted among female grocery shoppers.
The groups incorporated techniques such as collage‐building, food journaling, and storytelling to help understand women’s attitudes toward breakfast and convenience foods.
Rocker/glider study
Zeldis Research conducted qualitative and quantitative research on behalf of a high‐end manufacturer of rocker/gliders.
The overall objective was to understand the information sources, purchase behaviors, brand preferences, and potential spend in the
product category, particularly among Generation X and Y.
Focus groups were conducted, followed by an online quantitative study in which several product concepts were tested.
Zeldis Research conducted extensive qualitative research to explore the potential market opportunity for a new fencing and marine
decking material.
Teleconference focus groups were held with consumers and residential fencing installers, who were sent photos and samples of the
new material. Follow‐up in‐person, one‐on‐one interviews were conducted with installers, who were given the opportunity to work
with the new product.
Results were used to evaluate interest and cost parameters, and help determine the client company’s potential investment in the
product.
Picture framing study
Zeldis Research conducted qualitative research among consumers and picture framing professionals to gauge interest in a new type
of framing glass.
An online bulletin board focus group was held with consumers who had purchased high‐end framing for artwork, to understand
their product needs, attitudes, and potential interest in the specialty glass. In addition, in‐depth telephone interviews were
conducted with framing professionals, to obtain their feedback on the market opportunity for the new product.