Client Services > Consumer Goods

Consumer Goods Research

Harris Interactive’s Consumer Goods Research Practice provides knowledge-driven consulting services throughout the lifecycles of our clients’ brands, products and services through our industry expertise and innovative capabilities. We are able to help our clients understand the drivers of human decision making to better meet consumer needs, resulting in profitable growth.

We offer:

  • An integrated approach and tools that cut across the entire product development lifecycle
  • Knowledge about important relevant trends in the consumer goods industry such as the:
    • focus on healthy living
    • implications of an aging population
    • changes occurring in shopping channels and the shopper experience
  • A large, high quality online panel with extensive research on research about data collection techniques, scales and modes
  • Specialty panels (pet owners, new moms, chronic illness, etc.)
  • A full range of qualitative techniques – both in person and online
  • Strong analytical capabilities for any statistical or modeling need

Product Life Cycle

Management Interviews/In-depth Interviews
Advanced Strategy Lab
Qualitative Research
Attitude and Usage Studies
Observational Research
Market Structure Analysis
VISTA Values Research
QuickQuery Omnibus

Concept Refinement and Optimization
- Conjoint/ trade-off  Analysis
- Max-Diff
- Ransom Note
- QuickScreener
Home Usage Tests
Central Location Testing
Pricing Optimization

Proposition Testing
- Ransom Note
- Bulletin Boards
- Focus Groups
- Chat Rooms
VISTA Values Research
Strategic Cube
Copy Testing

Brand Tracking Research
ROI Research
Advertising Tracking
Brand Management


Maximum Difference Preference Scaling (Max Diff): The Maximum Difference approach is a means of estimating consumer preferences for each of several features or attributes. A set of features or benefits is presented to respondents in subsets of (typically) three or four at a time. For each subset, the consumer indicates which feature or benefit is most important/ preferred in their purchase decision and which is least important/preferred. The experimental design used assures that each feature is compared at least once to every other feature.

Segmentation: The most effective segmentation solutions not only divide the marketplace into distinct groups that are easily understood by marketers, but also suggest marketplace strategies that are relevant to the to a company’s business needs, strategic initiatives and strengths. Segmentation helps organizations understand and more effectively communicate with and appeal to the consumers whom they are targeting. Segmentation helps clients to identify which people represent the "ideal" targets and why, as well as whom the key competitors are among those targets.

Home Use Tests (HUT): Home Use Tests utilize a methodology in which products are placed in the homes of consumers. After a trial period of use, participants provide evaluations through follow-up surveys. Prior to placing products in consumers’ homes, screening surveys are conducted to identify qualified participants and to gather behavioral data prior to exposure to the test product(s).

Central Location Tests (CLT): Central Location Tests are product tests which occur in selected out-of-home locations. Participants are invited to visit a location through online or telephone invitations, or through personal contact at a mall or shopping area. Participants are exposed to test products by a facilitator and invited to familiarize themselves with the product characteristics (taste, feel, etc.). Once consumers are familiar with the products, surveys are administered to gather their reactions.

Copy Testing: Copy Testing is designed to diagnostically test the effectiveness of communicating a specific message and creating cognitive, emotional and behavioral responses across single and combined media.

Complexity Science: Complexity Science, in a nutshell, helps explore and quantify the relationships between all variables within a data set, constructing a model of salient variables that play an active role in every dependent variable, like choice, or consideration or favorability.

Contact Us

For more details on consumer goods research contact us at or call 877.919.4765.

Healthy Eating Study Order Forms
Data Tables Report
Raw Data in SPSS
Products & Services
Advanced Strategy Lab
QuickQuery Omnibus
QuickScreener Concept Testing
Shelf Impact Packaging Evaluation System
YouthQuery Omnibus
Specialty Panels / Panel Development
Related Research
Marketing Communications
Corporate Reputation
Brand & Strategy
Online Survey Demo

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