Marketing Research of the Target Audience for Household Paper Products

One of the leading paper product manufacturers in Ukraine approached MCG to conduct a comprehensive marketing research study for its Soffione brand. The focus was on the brand's market position in the toilet paper and paper towel categories.

The main objectives of the research were defined as follows:

• Evaluating the perception of Soffione's packaging design (memorability, value and associative perception, etc.).
• Identifying the value perception drivers for key competitors.
• Determining the price ceiling and desired price for the products.
• Establishing the main criteria for choosing paper products at the point of purchase.
• Studying what new products and/or qualities consumers would like to see in the paper products category.
• Preparing recommendations for changes in the brand's product design and range.

Research Process

To address these objectives, a cascade of research methods was used, with the main ones being:

1. Observation of consumer behavior. This method helped identify the main patterns in consumer behavior in front of the paper products shelf.
2. Classic focus groups with representatives of the target audience. This method made it possible for a spectrum of opinions on the design solutions of the client’s brand and its competitors to be gathered.
3. Product testing by representatives of the target audience. This method provided information on the perception of the main consumer qualities of the client's products and allowed for a comparison with competitors' products.
4. A survey of the target audience. During the survey, data was collected on statistically significant factors and trends inherent in the consumer behavior of different segments of the target audience.

Results

As a result of the research, the client was presented with a detailed picture of the target audience's attitude towards its brand: product perception, consumer habits, strengths and weaknesses of its positioning, comparison with competitors, expected pricing policy, and much more.

The client can use the research results to manage their product branding and make tactical and strategic decisions regarding their overall market behavior.