Uncover New Targets for CPG Products with In-Store Testing

When it comes to testing a new consumer packaged goods (CPG) product, there’s often a tension between traditional focus group research and real-world testing. In my experience, both methods have their place, but the sequence in which you use them—and the flexibility you maintain about your consumer targets—can significantly impact your product’s success.

Traditional focus groups are invaluable during the early stages of product development. In a controlled environment, you can gather detailed feedback from a narrowly defined target audience. Focus groups are perfect for refining concepts, packaging, and messaging before moving forward. For example, if you’ve designed a product specifically for young adults, focus groups with this demographic can help you zero in on the most compelling features and branding.

Once your product concept is solidified, however, we at Mission Field recommend getting it into a store environment—even before you feel it’s completely ready. The store environment provides insights that traditional focus groups might lack. In the hustle and bustle of a store, your product will be exposed to a diverse array of shoppers, not just your target demographic. This broader exposure can reveal unexpected appeal among other consumer groups, helping you refine your product further or adjust your marketing strategies.

For instance, in a recent project, a CPG client of ours developed a product aimed at families with young children. But during initial in-store testing, they discovered that older consumers without children were just as interested in the product. That insight led them to develop a broader marketing approach that tapped that additional audience, ultimately increasing the product’s market potential.

Balancing these two methods—traditional focus groups and real-world testing—ensures you’re not only meeting the needs of your target audience but also capturing the interest of others who might find your product appealing.

Looking for product testing support? Drop us a note at hello@mission-field.com.