Package design research, part Ⅰ of Ⅲ: focus groups

摘要

Focus groups are the most utilized of the qualitative (non-statistical) package design research methodologies. A moderator leads a small group of paid attendees in an interactive discussion. Typically, the location is a conference room containing a two-way mirror, behind which sponsors of the focus group observe the proceedings. The sponsors hope that the one- to two-hour session will yield informational nuggets useful in packaging-related decision-making.