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.”