This research allows one establish the specifics of perceiving a trademark/product/service by a target group. Also, it enables defining consumers’ attitude to a trademark/product/service.

The marketing researches that are aimed at studying the perception of a new product, packaging by a target group – are the necessary link at creating a product.

This stage is very important because it is possible to draw up a preliminary conclusion about the popularity of the product among buyers/ consumers based on the results of the marketing researches.

This research is aimed at:

• Determining the reaction of a target group
• Developing new products
• Testing various characteristics of a product, packaging
• Assessment of product packaging and the nature of their impact on various categories of consumers
• Identifying the strengths and weaknesses of the product / packaging
• The possibility of correcting the product characteristics before launching

The data gathering is made using the following methods of marketing research: In-depth interviews, the focus group discussions and in-hall tests.