Consumer Packaged Goods
Testing Labels and Packaging: A liquor distributor wanted to launch a new line of spirits and wished to understand consumers' perceptions of the product packaging and their reactions to its taste. Focus group research revealed that though most participants enjoyed the taste of the liquor, the packaging of the bottle was not seen as consistent with the product's desired image. Participants also agreed that the bottle design seemed "cheap" and that most would not expect premium liquor to be inside it. The client was able to pull the product before it went to market in order to re-design the label. The final label design was one that consumers felt was appropriate for a premium liquor and which also reflected their expectations of the contents of the bottle.