ABSTRACT
CONSUMER TESTING IS a useful, though expensive, tool; because of test sample size and consumers’ ever changing opinions and thoughts, it is also a nonexact science. Very small segments of the total marketplace are tested. Thus, the margin for error in the results can be large. The ex pense to test a larger segment for more statistically valid data often does not warrant the test. Even with its limitations, consumer test data is a very necessary guidance tool for making decisions regarding the direc tion of many packaging projects.
