Consumer Packaged Goods (CPG)


Consumer packaged goods (CPGs) are goods that are consumed every day such as foods, beverages, household products, and school supplies.   In the CPG industry, it is absolutely vital to keep a close eye on consumers, the competition, and your own business in order to understand customer’s needs today and, in turn, ensure you are positioned to win the battle for the consumer’s business tomorrow, next week, and next month.

Generating value that consumers are demanding requires more differentiation in the marketplace, better consumer insights, and new channels for reaching shoppers.  It’s not necessarily the big, global companies that are creating increased value in the long run, but rather those companies that are able to develop effective growth strategies by adding brands, products, and services that allow them to capitalize on their strengths.

relevant experience

The Olinger Group has consulted with well-known retail consumer brands to gauge consumer interest in products, identify demand for new services, compare services and offerings to competitors, and measure customer satisfaction.  Our added ability to do advanced analytical exercises means we can provide simulations/models on how to achieve maximum interest with optimized  offerings.  Optimizing pricing and features for consumer products and service offerings can also be accomplished through advanced analytic techniques , such as Choice-Based Conjoint and Discrete Choice Analysis.

major clients/projects in this industry

Nestle, Cargill, Energizer Batteries, Diversified Foods, Casa Di Bertacchi, Lion Brand Yarn, Pella, B&W Trailer Hitches, Fitlinxx

types of studies typically conducted

Customer Satisfaction, Purchasing/Shopping Behavioral Studies, Promotional Events/Products Testing, Brand Perception/Brand Loyalty, Advertising/Campaign Awareness, Recall, and Effectiveness, Services/Offerings Optimization, Concept Testing, New Product Testing, Services/Offerings Feasibility, Market Studies (Target Market/Market Size),  On-site Interviews/Intercepts, Mystery Shopping Focus Groups, Multi-cultural Research, In-depth Interviews