Some Lesson Vignettes from Focus Groups and Other Market Research

This chapter contains section titled: Introduction Communication Vignette: Aspartame Debut Communication Vignette: Cheerios Communication Vignette: The Surimi Surprise Communication Vignette: Precooked Chicken Protocol Vignette: Customer Service Protocol Vignette: Beef Noodle Soup—dry Mix Protocol Vignette: Snack Cake Protocol Vignette: Specialty Fat Protocol Vignette: Condition of Eggs At Store Level Protocol Vignette: Renal Caloric Supplement Protocol Vignette: Black Rice Protocol Vignette: Marshmallow Consumer Testing Vignette: Focus Group Respondents Consumer Testing Vignette: “What do You Want?” Consumer Testing Vignette: Yugoslavian Potato Chips Consumer Testing Vignette: Naming Products for Export Consumer Testing Vignette: Toaster Product Consumer Testing Vignette: Two-Layer Dessert Consumer Testing Vignette: Headache Powders Consumer Testing Vignette: Flavor Savor Pizza Consumer Testing Vignette: Real Cigarettes Consumer Testing Vignette: Sheer Energy Package Consumer Testing Vignette: Line 'EMS Focus Groups Consumer Testing Vignette: Cereal Box Contributors Bibliography