Focus Groups

You want your packaging design to pop off the shelf and stand out from your competition. We can do that. At id8, we begin with research, which can include focus groups. That research offers a foundation so that you can see your challenges. You’ll learn what your competition is doing. You’ll understand your window of opportunity.

Focus Groups using two designs for a new Coconut Chip CPG product made by need
Our research includes a shelf audit to better understand your visual competition and placement. Additionally, we provide the following:
  • Product research
  • Focus groups
  • Competitive analysis
  • TAM analysis
  • Customer personas
  • Surveys
  • Structure
  • Material
  • Printing feasibility
Here’s a brief explanation of some of the packaging design research services.

TAM Analysis

TAM stands for Total Addressable Market. Most startups start from inspiration—or, what seems like a great idea to the founders. But are others interested in their idea? That’s an important question to ask because it’s important to understand if there is a market for the product. TAM research includes historical revenue and sales from other products in that market. We base some research on second or third-party sources. It delivers trends for the market for the future. TAM is an excellent metric to look at when trying to gauge a new product’s growth potential.

Competitive Analysis

Competitive analysis is an in-depth look at the competitive products in the marketplace. It helps you to understand how much of the market each competitor owns. You’ll see the trends of the market, and how each company positions itself for those trends. id8 delivers the results in a comparative matrix. It reveals your competitors’ unique position in the hearts and minds of the consumer. It also delivers data on the visual strategy your competition has enlisted, including how they communicate their brand name, product name, and product styling in illustration or photographs. The competitive analysis reveals a window of opportunity for your product.

Shelf Audit

We start with a trip to several stores where you want to position your product. During that trip, we look at shelf placement and competition. Online, we audit competitive products to see where they are selling. For both in-store and online we check price points, sizes, and packaging format. Then, we analyze that information and look for patterns. This helps us design packaging that will meet the requirements for the product (it has to be usable), while still making it unique enough to set it apart. Learn more about shelf audits.

Focus Groups

Based on the information gathered during a focus group, many times we can write your value proposition. We base this on the input that customers communicated during the focus group study. Our team will start to pick up on patterns. We will notice and track specific attributes and emotional responses. We can collect perceptions based on look alone without even using or trying the product. We then analyze this data. Common values will rise to the top telling us how your product stands apart from the rest.

Customer Personas Gained From Focus Groups

Persona development, also called customer personas, is a research-driven and data-driven task that segments your customers into similar groups of people. Those groups of people are based on having similar demographics and psychographics. And we take those groups and create a persona profile who represents that category. The persona includes wants, needs, priorities, and preferences, along with the methods for how to address their pain points and deliver a benefit they personally desire. If you would like to learn more, there is a page dedicated to how id8 creates customer personas.

Focus Groups and Surveys

We’re sure you have received an email requesting your input or been asked to complete a poll on Facebook. Surveys are typically done through email or social media. It’s often difficult for a business to get the truth by directly asking a customer how they feel about your service. Honest answers on surveys are more likely when they are conducted by a third-party, when the information is anonymous, and the person completing the survey isn’t given anything for their time. Surveys help reach a greater number of people and deliver data that supports focus groups or personas.


Research is a critical component of packaging design. Without research, anecdotal evidence may be used as a data foundation, however, it isn’t a strong form of data. At id8, we believe that in order to have packaging that is going to get your customer to pick it up and buy it the first time, research is where to start. Then, our design concepts are based on facts and are stronger than ever.

We deliver the most value to help your product be seen, understood quickly, and sell. And the more strategic our approach, the better the outcomes will be for you. Ask us how.