Blumenthal Qualitative Research

Food Selected Project Summaries
Methodology	Specific Research Objectives	Business Application
Triads and quads among frequent and infrequent frozen entree customers	Probe perceptions of the brand and the imagery associated with it Understand the importance and impact of different packaging elements Explore reactions to alternative package designs	Guide the selection and refinement of a new package design for the product line
Focus groups among frozen entree consumers	Explore why purchasers of competitors' products are not purchasing the client's products Investigate what the product's name communicates Probe reactions to alternative names Gauge reactions to alternative package designs	Help increase the brand's market share through product and packaging changes
Focus groups among category users	Gain insight into the appeal and relevance of a new product idea Explore reactions to alternative executions of the idea	Optimize the concept prior to quantitative testing