Case Studies
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Disposables
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Burke research leads to consumer insights for consumer packaged goods (CPG) client in medical disposables market
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Business Situation:
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A major manufacturer of consumer goods wanted to increase understanding of a spectrum of needs within the older adult population. Burke was selected as design and administrative partner in this large study because of previous positive experiences working with other divisions of the client company. Burke's extensive resources and experience base were recognized as a good fit for a study of this magnitude and importance.
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Research Objectives:
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- Prioritize market opportunities through better understanding of consumer groups
- Refine definitions of product requirements
- Improve marketing efforts to focus on emotional as well as product appeal
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Method:
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Self-administered interviews among users of various products
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Outcome:
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The research identified multiple segments defined by attitudes, lifestyle and product usage. This led to insights into product positioning, advertising strategies and store shelf arrangement.
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