Executive Summmary of a Survey among Consumers on Perceptions of Clear Egg Cartons

Key Findings

The most important findings are listed briefly below. Each finding is discussed in somewhat more details in the following discussion of key findings.

1. Generally, participants responded very favourably to the concept of clear egg carton.

2. Participants said the obvious benefits of a clear is that  you can see the eggs and ensure that they are not broken without having to open the carton in the store. This would mean that buying eggs would become faster and more convenient.

3. Secondary benefits include seeing the size of the eggs in the store and being able to tell how many eggs are left in the carton once the carton is in their refrigerator at home.

4. When shown concept statements about the proposed carton, participants responded strongly not only to the clearness and the convenience (again being able to purchase the eggs without having to open the cartons) but also the benefit of "sturdiness" and "security". Several said it would be important for the cartons to recluse tightly at home, to protect the eggs in the refrigerator (many said it is particularly important to them because they have children in their houses).

5. When asked to rephrase the concept statements to explain the benefits they see in the carton, almost all participants stressed the clarity, being able to see the eggs, the convenience of being able to buy eggs more quickly, and the security of the carton ( many included the phrase “able to turn the carton completely up and down”).

6. Participants wanted to use the word "clear" in the name of the carton. They suggested names like "Clearly Fresh" and "Snap - lock Clear Carton". Of the proposed names they liked "Clearly Eggs" best. Then they suggested "Clearly Fresh Eggs".

7. When shown the clear cartons, with eggs in them, participants virtually all agreed that these cartons were preferable to what they are now getting. They said that these cartons provide the benefits they had discussed: Being able to see the eggs, convenience (quickness of purchase) and security.

8. Participants very much liked both the six-egg and four-egg cartons. Many said this size would allow them to buy just what they needed, making egg purchasing less wasteful.

9. Participants liked the idea of being able to buy hard boiled eggs in packages of two. They said they would be very convenient for picnics or tailgates, for other times when they are not on the go, and for times when they don´t have time to cook an entire meal.

10. Participants found the comment that eggs are sold in clear cartons in Europe almost totally irrelevant to them. If anything, the association with Europe was more negative than positive. Participants said they think of America as being more innovative and "leading" than Europe.

Discussion of Key Findings

1. Generally participants responded very favourably to the concept of a clear egg carton.
Participants themselves raised the concept of a clear egg carton BEFORE it was introduced to them, in their discussion of current egg cartons and in their discussion of what an ideal egg carton might be. Virtually all said they currently open cartons in the store and move eggs around to see if they are broken, which is inconvenient for them. One participant, who is a nurse, said she didn´t like the idea that other people might have opened a carton that she might eventually buy. Most of the others said they really hadn´t thought of that, but, once they started thinking about it, it bothered them, too.

2. Participants said the obvious benefits of a clear is that you can see the eggs and ensure that they are not broken without having to open the carton in the store. This would mean that buying eggs would become faster and more convenient.
The convenience of purchasing seems to be the most important end benefit to these participants. The benefit of greater sanitation seems to be important once it is pointed out, but it did not immediately come to the mind of many participants. Also, the participants seemed to associate the clearness with a promise of greater sanitation seems to associate the clearness with a promise greater freshness (also they would still want the carton to be dated).

3. Secondary benefits include seeing the size of the eggs in the store and being able to tell how many eggs are left in the carton once the carton is in their refrigerator at home.
Some participants said that being able to tell how many eggs are left is important to them, but others said it would not be, because they take the eggs out of the cartons and place in them in egg holder shelves in their refrigerators.

4. When shown concept statements about the proposed carton, participants responded strongly not only to the clearness and the convenience (again being able to purchase the eggs without having to open the cartons) but also the benefit of “sturdiness” and “security”. Several said it would be important for the cartons to recluse tightly at home, to protect the eggs in the refrigerator (many said it is particularly important to them because they have children in their houses).
Participants said that clearness would help them determine that the eggs are not broken when they first pick up the carton, but they also need a sturdy carton to protect the eggs to be packed in grocery bags to be transported home. Several participants complained about people in grocery stores packing bags with cartons of eggs in sideways or with other items on tops. Several also said that their children, although certainly well meaning, break eggs when they are trying to help their mothers carry groceries into their homes, or when they are looking in the refrigerator for something to eat.

5. When asked to rephrase the concept statements to explain the benefits they see in the carton, almost all participants stressed the clarity, being able to see the eggs, the convenience of being able to buy eggs more quickly, and the security of the carton ( many included the phrase “able to turn the carton completely up and down”).
Participants indicated that they would “explain” the carton by beginning with statement “D”, which generally comments that the carton is completely clear, and then take statements about the convenience, quickness, security from other concepts. Some used parts of the “S” statement about sanitation, but others did not. Participants generally did not use the integrity concept or the one about the “European innovation”.

6. Participants wanted to use the word “clear” in the name of the carton. They suggested names like “Clearly Fresh” and “Snap - lock Clear Carton”. Of the proposed names they liked “Clearly Eggs” best. Then they suggested “Clearly Fresh Eggs”.
Participants liked the word “clear” because “it tells you exactly what it is”. They tended not to like tings that sound “like advertising”. Again, they very much responded to the word “fresh”.

7. When shown the clear cartons, with eggs in them, participants virtually all agreed that these cartons were preferable to what they are now getting. They said that these cartons provide the benefits they had discussed: Being able to see the eggs, convenience (quickness of purchase) and security.
Each participant was given a carton with a dozen eggs. Most assumed that the eggs were hard-boiled, and were very rough with the cartons, running them upside down banging them on the table. When they were told that the eggs were fresh, they were very impressed with the security of the cartons. One of the participants said “this IS Clearly Fresh”, a name that many participants liked.

8. Participants very much liked both the six-egg and four-egg cartons. Many said this size would allow them to buy just what they needed, making egg purchasing less wasteful.
Participants liked the direct benefit of being able to buy only as many eggs as they needed, because it would be less wasteful. Some also said smaller cartons would assure them the eggs they used would be fresher. Several said the smaller sizes would be good for baking or specific meals (some said “6 is an omelette”).

9. Participants liked the idea of being able to buy hard boiled eggs in packages of two. They said they would be very convenient for picnics or tailgates, for other times when they are not on the go, and for times when they don´t have time to cook an entire meal.
Participants said the two-pack was “cute”. It would be a convenience item for many.

10. Participants found the comment that eggs are sold in clear cartons in Europe almost totally irrelevant to them. If anything, the association with Europe was more negative than positive. Participants said they think of America as being more innovative and “leading” than Europe.
The only positive aspect participants found in the comment that clear cartons are the leading way of selling eggs in Europe was that it gave the cartons a “known track record”.

Key Statements

Since consumers don’t have to open the carton, buying eggs becomes quicker and more convenient

The carton is completely clear so that consumers can see all sides of the egg without opening the carton in the store

Since the carton is clear and the eggs are clearly visible, consumers will know that other shoppers won’t have felt the need to open the carton that you eventually bought, to inspect and touch the eggs

The carton is completely clear so that consumers don’t have to open the carton in the refrigerator to see how many eggs you have left

Consumers can trust a product that they can see: it’s a product with integrity

The closure system is so tight and secure that consumers can turn the carton upside down, to see all the eggs, without worrying about the carton popping open

The closure system is so secure consumers won’t worry about eggs sliding around and breaking

The closure system snaps into place loudly enough to let consumers know that it’s tight and secure

The clear plastic is sturdy, so consumers will know the eggs are secure

Methodology

The purpose of a focus group interview is to provide a more in-depth understanding of consumers´ behaviour, attitudes, and / or perceptions of products and services than can be gained by wider-scale consumer surveys. Typically, focus groups are used to explore more complex attitudes that cannot be determined by wide-scale surveys: for example, responses to an innovative packaging concept. A more in-depth understanding of consumers´ motivations can be achieved because fewer people are interviewed, allowing more time for fuller responses, and respondents are free to elaborate on their responses and generate their own ideas. The moderator also has considerably more opportunity to ask follow-up questions than a phone surveyor.

On the other hand, the smaller number of people involved in focus group means that the behaviour, attitudes, and perceptions expressed are not necessary statistically representative representative of the entire population in a market area. Questions of past behaviour or general level of awareness of products and advertising within a target population are generally better answered by larger, more representative surveys. Further, the more in-depth understanding which can be gain through focus groups must sometimes be developed by analyzing both what is said and unsaid, by watching non-verbal signals (such as body signals), by judging the quickness of a response, or the emphasis places on wording.

Focus groups are a valuable tool in marketing search, often allowing insights not possible from wider studies. However, the findings should not be taken as quantitative. Some care needs to be exercised with the analysis of the findings, but, used judiciously and, particularly in combination with quantitative surveys, they can help provide directions for marketing, products design, or advertising and public awareness campaigns.

The Focus Groups

All participants are female and between the ages of   25 – 50. All purchase at least one carton of dozen eggs every four weeks. All are the primary grocery shoppers for their households. In each group, at least ½ of the participant shop at Ukrops, a local chain. All have single incomes over 20,000 USD or family incomes over 30,000 USD.

Potential participants were excluded if they had participated in a focus group on eggs. Potential participants were also excluded if they are currently employed in the marketing, copyrighting, market research, public relations or advertising industries; or if they are currently employed by a grocery store or manufacturer, wholesaler or distributer of grocery products.

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