The Research Challenge

Consumer Packaged Goods (CPG) is a huge industry that sells millions of relatively small, low-cost, but indispensible products to billions of people. The research problem for CPG is that these items are often not bought with a lot of deliberate forethought. So when people are asked why they prefer Soap Bar A to Soap Bar B, their answers may not provide the kind of actionable intelligence marketers and product developers need.

Because CPG products are bought often and relatively automatically, brands play an especially important role as mental short-cuts for deciding among alternatives. But the relative strength of brands and the associations they invoke in people's minds are not easily articulated.

Finally, peripheral attributes of products can be extremely important, but hard to quantify, elements in CPG preferences and buying decisions. Package design, scent, product color, shelf position - any of these attributes and may more can make or break a product, often in ways that consumers are not consciously aware of.

Why Neuroscience Matters

Automatic pre-conscious processing or products and brands is fundamental to how CPG products differentiate and win in the marketplace.

How Lucid Can Help ...