Question 1

What elasticity threshold signals we should re-package versus discount?

Accepted Answer

A high price elasticity--meaning demand jumps significantly with small price changes--is usually a signal to repackage rather than discount your product. If lowering the price slightly causes a big spike in volume, it shows consumers are very price-sensitive. In that case, instead of giving steep discounts (which can erode your brand's value and margins), it might be smarter to introduce a smaller pack or budget version at a lower price point. This way you cater to price-sensitive customers without slashing the unit price of your main offering. On the other hand, if elasticity is low (demand hardly changes when you adjust price), then discounting won't boost sales much and just eats into margin--better to hold your price and perhaps add value in other ways instead of cutting price. In summary, when demand is extremely price-sensitive (high elasticity), create a more affordable package or size to hit a lower price, whereas with low elasticity there's little gain from discounting at all.

Question 2

How should we sample thin-file or credit-invisible customers fairly?

Accepted Answer

To sample thin-file or "credit-invisible" customers fairly, expand recruitment beyond traditional credit-based lists and use alternative data sources or community outreach. These individuals often don't appear in standard credit bureau samples, so researchers tap sources like utility bill records, rental histories, or fintech partner data to find them. A fair approach might oversample this group and apply proper weighting so their views count proportionately in analysis. For example, many thin-file consumers (like young adults or new immigrants) come from underbanked communities, so a mix of online and offline recruitment may be needed to engage them. This proactive inclusion ensures the study reflects the full spectrum of customers and ultimately yields more reliable, unbiased findings to inform decisions.

Question 3

How are patient expectations evolving in the era of telehealth?

Accepted Answer

In the telehealth era, patients expect healthcare to be as convenient and responsive as other digital services, yet still personal and trustworthy. They now assume routine check-ins or consultations can happen via video or app on short notice, often without the need to travel — essentially healthcare on-demand. This shift, accelerated by the pandemic, means patients also look for seamless technology experiences: intuitive apps, quick follow-ups (like getting digital prescriptions or test results promptly), and confidence that their data is private. At the same time, they haven't dropped their desire for a human touch; patients want clinicians who listen and show empathy over the screen. Overall, telehealth has raised expectations for access and speed, forcing providers to blend tech convenience with the quality and care of an in-person visit.

Question 4

How should we recruit vulnerable customers ethically for hardship research?

Accepted Answer

Recruiting vulnerable customers for hardship research must be handled with extra care, transparency, and respect to meet ethical standards. These participants may be dealing with sensitive issues (like financial difficulties, health challenges, or other hardships), so it's crucial to approach them in a way that prioritizes their well-being. This means clearly explaining the study's purpose and what participation involves, ensuring they give informed consent without any pressure. Often it helps to work through trusted intermediaries--such as community organizations or support groups--who can vouch for the research and reassure potential participants. Incentives, if offered, should be modest and appropriate, so they don't feel coercive (for example, a small gift card as a thank-you rather than a large payment that might unduly influence someone in need). Throughout recruitment, emphasize confidentiality and let people know they can skip questions or withdraw at any time. By taking these precautions, you show respect for participants' circumstances and gather insights in a way that doesn't exploit or harm the very people you're trying to understand.

Question 5

What can packaging research tell us in addition to shelf appeal?

Accepted Answer

Packaging research can reveal much more than just shelf appeal--it provides insights into user experience, brand perception, and even purchase behavior. For instance, observing how consumers open and handle a package can uncover frustrations or delights (like a box that's intuitive to open, or a resealable pouch that encourages reuse). Good packaging studies also gauge whether the design communicates the product's benefits and brand values effectively; a design that's attractive but fails to convey key information might hurt sales. Additionally, packaging tests can highlight if a new format affects portions or usage frequency (e.g., single-serve packs leading to higher consumption). So beyond aesthetics, packaging research informs you about practicality, message clarity, and emotional impact, guiding refinements that enhance the total product experience.

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Market Research FAQs with Expert Insights

What elasticity threshold signals we should re-package versus discount?

How should we sample thin-file or credit-invisible customers fairly?

How are patient expectations evolving in the era of telehealth?

How should we recruit vulnerable customers ethically for hardship research?

What can packaging research tell us in addition to shelf appeal?