Testing consumer responses to new packaging concepts 553 Qualitative methods describe how consumers think about certain issues but hey do not give the frequency of these ideas or how important the ideas are to different people. Quantitative methods are used when we want to find out how many people have a certain opinion or estimate the strength of an opinion. The quantitative surveys finding out peoples opinions can be carried out as interviews or questionnaires or a combination of these. Experimental designs are a special type of quantitative study in which respondents are given different treatments e.g., samples to try, and their responses are measured and compared in different experimental groups or with a control group. Below are short descriptions of typical features of most typically used methods and implications of their use in studying novel packaging materials. Detailed descriptions of the methods can be found in textbooks 26.3.1 Focus group discussions Focus group discussions provide information on how consumers talk about particular issues(Casey and Krueger, 1994). Moderating focus groups require careful preparation and the questions need to be outlined beforehand. The moderator needs to be well-trained for the task and possess appropriate social skills on diplomacy and bringing all participants into discussion as equal members of the group. The basic principle is that the moderator does not lead the discussion in any specific direction, as long as the conversation remains topical. The participants in the discussion group respond with comments and opinions from each other and thus the discussion deals with aspects coming from several individuals. This social interaction enables the pondering of the importance of matters that have been raised during the discussion. Analysing the focus group data is a relatively difficult task because the material produced during interactive discussions tends to be vast d branch in various directions. Due to this heterogeneity of material Casey and Krueger(1994)recommend that at least three groups with the same questions and similar participants should be run to cover the varia Where packaging issues are concerned focus group discussion works well with consumers because new technologies can be demonstrated as part of the group and there is no pressure to be an expert on the topic. Experts working for food industry, authority or consumer associations may find group discussion less relaxing than consumers, since these individuals should be knowledgeable about the novel packaging developments. This may cause tension a group discussion. If the aim in discussion is a free exchange of ideas and views about the future, tension may exclude some participants from the discussion or ideas and opinions are carefully controlled. Therefore respondents with vested interests in the topic are easier to handle in a one-to-one interview situation 26.3. 2 Qualitative and quantitative interviews Interviews allow direct interaction between respondent and interviewer Individual interviews can be carried out using several techniques. SomeQualitative methods describe how consumers think about certain issues but they do not give the frequency of these ideas or how important the ideas are to different people. Quantitative methods are used when we want to find out how many people have a certain opinion or estimate the strength of an opinion. The quantitative surveys finding out people’s opinions can be carried out as interviews or questionnaires or a combination of these. Experimental designs are a special type of quantitative study in which respondents are given different treatments, e.g., samples to try, and their responses are measured and compared in different experimental groups or with a control group. Below are short descriptions of typical features of most typically used methods and implications of their use in studying novel packaging materials. Detailed descriptions of the methods can be found in textbooks. 26.3.1 Focus group discussions Focus group discussions provide information on how consumers talk about particular issues (Casey and Krueger, 1994). Moderating focus groups require careful preparation and the questions need to be outlined beforehand. The moderator needs to be well-trained for the task and possess appropriate social skills on diplomacy and bringing all participants into discussion as equal members of the group. The basic principle is that the moderator does not lead the discussion in any specific direction, as long as the conversation remains topical. The participants in the discussion group respond with comments and opinions from each other and thus the discussion deals with aspects coming from several individuals. This social interaction enables the pondering of the importance of matters that have been raised during the discussion. Analysing the focus group data is a relatively difficult task because the material produced during interactive discussions tends to be vast and branch in various directions. Due to this heterogeneity of material Casey and Krueger (1994) recommend that at least three groups with the same questions and similar participants should be run to cover the variation. Where packaging issues are concerned focus group discussion works well with consumers because new technologies can be demonstrated as part of the group session and there is no pressure to be an expert on the topic. Experts working for retailers, food industry, authority or consumer associations may find group discussion less relaxing than consumers, since these individuals should be knowledgeable about the novel packaging developments. This may cause tension in a group discussion. If the aim in discussion is a free exchange of ideas and views about the future, tension may exclude some participants from the discussion or ideas and opinions are carefully controlled. Therefore respondents with vested interests in the topic are easier to handle in a one-to-one interview situation. 26.3.2 Qualitative and quantitative interviews Interviews allow direct interaction between respondent and interviewer. Individual interviews can be carried out using several techniques. Some Testing consumer responses to new packaging concepts 553