Consumer Perceptions about Product Recalls

Recent product recalls of cat food, toothpaste and toys have raised consumer fears about product safety. Umbria saw an increase in online activity between March and the end of August 2007, as consumers started learning about product recalls on imported goods from China. Surprisingly, conversations around products made in America also saw an increase in volume and negative sentiment. 

Fueling the negative sentiment toward American-made products was the growing understanding that many products labeled “made in America” still contain parts and ingredients from China, indicating that consumers have become overwhelmingly skeptical of the market regardless of product origin.

» DOWNLOAD the Product Recalls Report.

Using Social Media in CPG Research

While traditional market research—including panels, surveys and focus groups—remains important for any large enterprise’s marketing strategy, these tactics produce data on what most people want. Unfortunately CPG companies must get ahead of emerging trends to reduce the high failure rate of new products; unearthing what “most people want” makes them a day late and millions of dollars short. Today’s high niche market requires companies to add new tools to their research methodology that enable them to connect with thought-leading consumers and fully understand their demographic and psychographic preferences.

Learn how consumer insights gleaned through leading-edge technology from Umbria, helped CPG companies create marketing and product development strategies that better engaged their target audience.

» DOWNLOAD the CPG white paper.