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Case Study: Concept Testing for Federal Agency

Federal AgencyConcept Testing

Sector Served:

Government

Method Employed:

Concept Testing

Providing the facts for updating policy for a government agency

Use concept testing to investigate consumer interpretation of “Made in USA” claims in ads and package labels.

Method:


Personal interviews of 1500 respondents. Five concepts tested, each of which appeared in the context of 3 different ads and 1 package. The questionnaire was based on the heavy use of open ends with in depth probing, which required extensive, highly nuanced coding.

Result:


Seeking to strike a balance between a consumer’s increasing recognition of manufacturing interdependence in a global economy and his or her right not to be deceived, the FTC used the research to propose new guidelines for what constitutes being “Made in USA.”