Лако-красочные материалы — производство

Although consumers are able to state which perfumes or products they prefer, they are often unable to explain why. The skill in good market research lies in the design of questions that are able to find out as much as possible about the reasons behind the consumer preferences by asking how the fragrance relates to situations within the consumer’s everyday experiences. For instance, if the product is a bar of soap, we could ask whether the respondent pictured the person most likely to use the soap as a young teenager or a middle-aged housewife, or we could ask whether the soap would be appropriate to use in the morning, before going out in the evening or before going to bed at night. Questions of this nature can be answered by the consumer and related to the product preference, which helps us to understand the important factors determining the preferences.

Unfortunately, consumer research is expensive. A good test requires a large population of respondents, and there is a limit to the number of samples each can test; typically, a test which includes 20 products or perfumes may require interviews to be carried out with 1000 respon­dents, each testing four products (giving 200 assessments of each product). The survey respondents must represent the target population and, as far as possible, the survey must be carried out under realistic circumstances. For instance, a laundry powder perfume would be tested by a population who normally do the household shopping and washing.

The perfumes would not only be smelled in the powder, but also on cloth that had been washed in the powders, and may even be taken home by the respondent and used as part of the normal washing routine.

To broaden the scope of market research tests, several additional types of test have been developed for use alongside the traditional, large-scale tests.