|
| |
Issue:
 | Georgia-Pacific, a leading manufacturer of
office papers needed to understand marketplace attitudes and
product usage to support their business growth strategies. |
-
- Results:
| Provided benchmark usage and attitudinal statistics.
|
| Identified differences in purchase and usage patterns between
the home and office markets, and recommended different marketing
messages be developed for each.
|
| Identified possible differences in paper purchase and usage based on
gender, sufficient to warrant further exploration.
|
| Identified confusion in product labeling throughout the industry. |
Process:
Internet study to gauge purchase incidence among home users.
| Quantitative telephone study with 700 purchasers of paper for
small office and home usage.
|
|