Grocery Products Manufacturers Need to Recalibrate Consumer Demand

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Consumer packaged goods (CPG) manufacturers must recalibrate consumer demand for their products in light of seismic shifts in the way recession era consumers now shop and buy. Market research over two years old is now dangerously out-of-date and likely irrelevant.

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If your consumer market research is over two years old, you are dangerously out of date

A Deloitte, LLP/Harrison Group study released this week shows how dramatically American shoppers have irretrievably altered grocery shopping behaviors during this recession. According to the study, 92% of shoppers have changed their shopping behavior; two-thirds are spending less without feeling any sacrifice; 93% will retain their newfound frugality post-recession and 75% are more open to trying private label brands than they were just two years ago.

The upshot of this for all manufacturers and marketers of grocery-bound packaged goods is that existing consumer insight and knowledge bases are likely obsolete and irrelevant.

To help them get current with dramatically changing consumer dynamics, Skuuber, LLC has launched, a web-based tool to recalibrate consumer demand from scratch. Using panels of 1500 qualified US consumers, clients will quickly and affordably certify product demand, identify new consumers and markets and understand the strengths and weaknesses of their product value propositions in the market as it exists today and not in the indiscriminate, free spending times of just two years ago.

According to Founder & CEO Rick Hill, “If your consumer market research is over two years old, you are dangerously out of date. To help, Skuuber is offering clients an innovative method to test a range of alternative ideas and to dissect their key competitors, not least of which are emergent private label products, with unprecedented affordability. That most retailers are cutting back on the range of items they offer makes the need to defend existing items additionally intense”.

Skuuber, LLC is offering new clients a breakthrough in consumer research technology and affordability. Clients can recalibrate demand and receive a wide range of market insights for less than half the cost of a focus group. This brings the cost of comparably robust research down from the stratosphere of tens of thousands of dollars and months of time waiting to a range of affordability and timeliness previously unobtainable.

Launched in time to refine plans and programs for the Back-To-School and Holiday selling seasons, Skuuber studies pinpoint myriad opportunities to reset client products in the current environment. Clients can immediately see the strength of their packaging, pricing, product and promotion options and identify hot spots of demographic and geographic demand.

Reported results are simple to interpret and summarized by a unique Skuuber Score™ which translates extensive data into a retail sales potential number.

Additional benefits include the ability to immediately launch multiple consumer product market analysis projects from their PC in less than 15 minutes and have complete results promptly returned in 21-page reports. Results are generated by a survey of 1500 qualified consumers representing the US consumer population along with predictive demand modeling. Clients create, control and launch their own product research project on a fully secure website while saving up to 85% over traditional methods and at cost of less than 50% of a ten person focus group. Results are significant at the 99% confidence level with a confidence interval of +/- 3.3, ensuring industry-leading quality.

There is no cost to create an online Skuuber Account and clients can begin work immediately. Clients only pay when their studies are fielded.

Mr. Hill has 30 years of executive marketing experience in the packaged goods, foodservice and consumer technology industries for companies large and small. He has partnered with Ann Arbor, Michigan based Optimization Group, Inc., a recognized leader in advanced consumer research techniques and methodologies to drive the state of consumer research art and science to new levels of access, ease-of-use, quality and affordability.

Mr. Hill adds, “Challenging times demand solutions that challenge conventional practices. Knowledge is more powerful than ever and is now more accessible than ever”.

About Skuuber

Skuuber, LLC is an online consumer market research business consultancy based in San Diego, California. Skuuber® is a revolutionary online tool for consumer packaged goods (CPG) marketers to quickly and effectively understand the market potential for new, existing or competitive items at the SKU level.

Clients can create and launch their project in under 15 minutes at, get input from 1500 consumers combined with algorithmic demand modeling and have results back in days---all at a cost about half that of a 10 person focus group.


The Optimization Group is a market research and data analytics firm based in Ann Arbor, Michigan. Our group also includes a number of senior team members virtually connected to us across the United States. We were incorporated in January, 2001.


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