Consumer Research & Market Trends Flashcards
7 cards from real CPT practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Consumer Research & Market Trends flashcards as text
A 'price-pack architecture' strategy involves:
Answer: Offering multiple package sizes at different price points to address distinct consumer usage occasions and budgets
Price-pack architecture maps package sizes and formats to consumer need states and willingness to pay across a brand's full portfolio.
When analyzing Nielsen or IRI syndicated retail scan data for packaging decisions, 'velocity' refers to:
Answer: Sales rate per point of distribution (sales per store per week)
Velocity (sales per point of distribution) normalizes sales data by distribution, enabling fair comparison between SKUs with different retail footprints.
The 'functional' level of packaging value in consumer research refers to the package's ability to:
Answer: Protect, preserve, contain, and dispense the product effectively
Functional value is the foundational level—whether the package physically does its job of protecting and enabling product use.
Which metric from consumer research best predicts actual purchase behavior for a new package design?
Answer: Simulated purchase intent measured in a realistic shopping context
Simulated purchase intent in a realistic retail context (shelf set, competitive array) most closely replicates the actual buying decision process.
The global trend toward 'localization' in packaging means brand owners are increasingly:
Answer: Adapting pack graphics, language, and format to resonate with regional cultural preferences
Localization tailors packaging to local cultural symbols, color meanings, language nuances, and usage contexts to build relevance with regional consumers.
In packaging research, a 'hall test' (or 'central location test') is preferred over in-home use tests when:
Answer: Controlled evaluation conditions, rapid turnaround, and large sample sizes are needed
Hall tests provide standardized evaluation conditions, enabling large samples in a short time at controlled cost, ideal for early-stage packaging screening.
The rise of 'subscription box' e-commerce has created a new packaging requirement centered on:
Answer: Delivering a brand experience through the secondary packaging since there is no retail shelf moment
Subscription boxes arrive without a retail encounter, so the outer package becomes the first brand touchpoint and must carry the full experiential load.