CPG Reference Guides
LATAM CPG Consumer Research Playbook
CPG and FMCG consumer research playbook for Latin America covering traditional trade, pack-size optimization, and private-label dynamics.
AI-Moderated Interviews vs. Focus Groups for CPG
Detailed comparison of AI-moderated interviews and focus groups for CPG consumer research. Methodology and worked examples.
Behavioral Economics at the Shelf
How bounded rationality, choice overload, and cognitive biases shape real purchase decisions at the shelf — and what it means for brands and researchers.
Competitive Shelf Analysis: Position in the Fixture
Learn how to research competitive shelf dynamics through shopper interviews, covering visual hierarchy, adjacency effects, brand blocking.
CPG Brand Health Tracking Template
A ready-to-use brand health tracking template for CPG brands. Includes discussion guide, metrics framework, wave-over-wave analysis structure.
CPG Concept Testing Discussion Guide Template
A ready-to-use discussion guide template for CPG concept testing. Includes warm-up, concept exposure, detailed evaluation, purchase consideration.
CPG Innovation Pipeline Screening Framework
A reusable framework for screening CPG innovation pipelines using AI-moderated consumer interviews. Methodology and worked examples.
CPG Market Research Cost Breakdown in 2026
Detailed cost breakdown for every CPG market research method: focus groups, IDIs, surveys, syndicated data, ethnography, and AI-moderated interviews.
In-Store vs Online: How Shelf Decisions Differ by Channel
How the physical shelf and digital shelf create fundamentally different decision environments — and what omnichannel shopping behavior means for shopper.
Seasonal Shopping Patterns: Research Timing
How seasonal purchase cycles shape category dynamics, when to conduct research for maximum strategic value. Methodology and worked examples.
Social Commerce Shopper Behavior: When the Feed Becomes the Shelf
How social commerce reshapes purchase decisions — from discovery-driven shopping on TikTok and Instagram to impulse mechanics and the role of social proof.
Trade Promotion Research: Test Before You Spend
30-40% of trade spend generates negative ROI. Learn how to pre-test promotional formats, segment shopper response. Methodology and worked examples.
How to Measure Advertising Effectiveness for CPG Brands
Measure CPG advertising effectiveness beyond recall: message penetration, qualitative methods, pre-post campaign design, and competitive benchmarking.
Concept Testing for Household Cleaning CPG Products
How to concept test household cleaning products including efficacy claims, sustainability messaging, format innovation, and sensory cues for CPG brands.
Concept Testing Methodology for CPG Product Launch
Stage-gate concept testing methodology for CPG launches: claims testing, packaging research, price sensitivity, and purchase intent validation.
Consumer App Usability Research for CPG Brands
How CPG brands approach usability research for consumer-facing apps: methodology, recruitment, CPG-specific challenges, and measurement frameworks.
Consumer Experience Research for CPG Household Products
How to research consumer experiences with household CPG products. Covers in-home usage contexts, sensory evaluation, habit mapping, and experience measurement.
Consumer Insights Team Structure at Large CPG Companies
How leading CPG companies structure consumer insights teams — org models from P&G, Unilever, PepsiCo, and frameworks for high-performing research functions.
Consumer Loyalty Erosion in CPG: Research Methods for 2026
Private label share crossed 20% in 2024 and brand switching is up 38%. Research methods for tracking and diagnosing CPG loyalty erosion.
How to Conduct Consumer Research for a New CPG Product Launch
A step-by-step guide to consumer research for CPG product launches, from early concept validation through post-launch tracking.
How to Conduct Consumer Research for a New Product Launch in CPG
80% of CPG launches fail within 18 months. A three-phase pre-launch research sequence, validated with category buyers, catches misfires early.
Consumer Research for Product Reformulation in CPG
How CPG brands use consumer research to navigate product reformulation, minimize rejection, and protect brand equity through evidence-based ingredient changes.
Consumer Segmentation Research Methods for CPG Brands
Practical guide to consumer segmentation research for CPG brands, covering need-state, occasion, and behavioral segmentation methods.
Customer Voice in the Product Innovation Process for CPG
A guide to embedding the consumer voice at every stage of CPG product innovation, from unmet needs discovery through stage gates to continuous intelligence.
Deep Consumer Understanding for Health and Wellness CPG
82% of consumers value wellness — only 36% trust wellness claims. The 4 motivation archetypes and science-sentiment frameworks that close the trust gap.
Digital Shelf Research for CPG: Understanding Online Purchase Decisions
How CPG brands research digital shelf behavior — search patterns, review influence, and page conversion — using methods that reveal what drives online purchase.
Health and Wellness CPG Shopper Research: Methods for 2026
The $450B health and wellness CPG category. The 5-layer Wellness Credibility Stack, GLP-1 disruption, and research methods that capture clean-label decisions.
Market Sizing for a New CPG Category: Research-Backed Approaches
How to size a new CPG category using consumer research alongside syndicated data, from TAM estimation to demand validation.
Meal Occasion Research for CPG Food Innovation
How CPG food brands use meal occasion research to identify innovation opportunities, from occasion mapping to need-state analysis and cross-category insight.
How to Measure Advertising Effectiveness for CPG Brands
Research methods for measuring CPG advertising effectiveness beyond recall metrics, from brand lift to purchase behavior change.
How to Understand Path to Purchase for Consumer Goods
A guide to mapping the path to purchase for consumer goods, from initial trigger through post-purchase, with methods for finding where the journey breaks.
How to Run Product Discovery Research at a CPG Company
A methodology guide for running product discovery research at CPG organizations. Covers consumer need-finding, concept validation, and alignment.
How to Understand Shopper Behavior at Shelf in CPG
POS data shows what shoppers bought, not why. Decision hierarchies, category dynamics, and research methods that explain real shelf behavior.
Subscription Loyalty Research Methods for FMCG Brands
Research methods for FMCG subscription loyalty: measuring replenishment habits, switching triggers, and subscription fatigue. Frameworks for CPG retention.
How to Understand Shopper Behavior at Shelf
Research methods for understanding shopper behavior at the retail shelf, from decision triggers to category navigation patterns.
Why Shoppers Switch Brands at Shelf: CPG Research Guide
Price, packaging, stockouts — five triggers drive in-aisle brand switching. Interview research reveals what shelf observation alone can't surface for CPG teams.
The Best Exit Interview Questions for Stripe SaaS Customers
Exit interview questions for Stripe subscription cancellations. Covers churn mechanism discovery, pricing sensitivity, competitive displacement, and failure.
Buyer Persona Vox Pop: How AI Voice Captures Real Insights
Traditional persona research misses the nuance that drives buying decisions. AI voice interviews reveal the contradictions and...
Cutting CPG Research Costs by 93%: Voice AI vs. Panels
How AI-powered conversational research delivers qualitative depth at quantitative speed—and why CPG teams are abandoning panels.
Time-Based Analysis in UX Research: A Complete Guide
How longitudinal tracking reveals behavior patterns that single-session research misses—and why timing matters more than volume.
Board-Ready Consumer Insights: Three Slides That Change Spend
Board-ready consumer insights: three slides that change spend and shift how leading brands allocate resources at the board level.
Consumer Insights for CPG FEI: Co-Creation, Screening, and MVP
How leading CPG brands use consumer insights for CPG FEI co-creation screening and MVP validation to drive innovation success.
Shopper Insights: First & Second Moments of Truth
How modern shopper research reveals the micro-decisions that determine purchase and repurchase across digital and physical retail.
Consumer Insights: Post-Purchase Expectations & Education
Post-purchase consumer insights cut returns, lift advocacy, and rebuild onboarding around real expectation gaps — not internal launch assumptions.
Consumer Insights for Retail Media Creative: Copy That Feels True
How leading brands use systematic consumer research to create retail media that resonates, converts, and scales profitably.
Consumer Insights Interviews: Moderator-Free Depth in 24 Hours
How AI-powered interviews deliver qualitative depth at quantitative speed—without sacrificing the nuance that drives decisions.
Ontology 101: Making Consumer Insights Comparable Across Studies
How structured classification systems transform fragmented research into longitudinal intelligence that compounds in value.
Shopper Insights: Price Pack Architecture & Multipacks
How conversational AI reveals shopper insights for price pack architecture sizes multipack decisions, package choices, and tier navigation strategies.
Shopper Insights: Territory & Channel Sales Strategy
How leading CPG brands use systematic shopper intelligence to optimize geography and channel mix beyond demographic assumptions.
Assortment Decisions: Shopper Insights on What to Add or Cut
How voice-based customer research transforms retail assortment planning from educated guessing into evidence-based optimization.
Category Entry Points: Building Creative From Shopper Insights
How leading brands build creative from shopper insight by identifying category entry points that drive mental availability and sales.
Promo Elasticity: Shopper Insights on Deal Dependence
Why some promotions train customers to wait for discounts while others drive sustainable growth—and how voice data reveals the...
Shopper Decision Trees From Interviews: Path to Purchase
How AI-powered customer interviews reveal the actual decision paths shoppers take—replacing assumptions with evidence-based jo...
Price Perception: Too Expensive vs Not Worth It
Understanding the critical difference between affordability objections and value gaps—and why it changes everything about pric...
Agencies Using Voice AI to Detect Entry Points and Triggers
How conversational AI helps agencies uncover the buying triggers and mental availability cues that drive category growth
Billing Models for Agencies: Packaging Voice AI as Retainer Value
Three retainer models for packaging voice AI research: fixed-tier, usage-plus, and outcome-based. Pricing psychology, unit economics, and rollout sequencing.
Packaging Tests at Scale: Voice AI for Shopper Marketing Agencies
How voice AI enables shopper marketing agencies to conduct packaging tests at scale with unprecedented speed and efficiency for better results.