Consumer Packaged Goods Market Research

Q: What types of CPG market research services does Touchstone provide?

We offer <a href="https://touchstoneresearch.com/qualitative-research/">qualitative research</a>, <a href="https://touchstoneresearch.com/quantitative-research/">quantitative surveys</a>, <a href="https://touchstoneresearch.com/ux-research/">UX testing</a> for digital and physical touchpoints, packaging and concept testing, shopper insights, <a href="https://touchstoneresearch.com/insight-communities-online-panels/">communities and panels</a>, <a href="https://touchstoneresearch.com/dial-tester/">Dial Testing</a> for content evaluation, and <a href="https://touchstoneresearch.com/secure-content-testing/">Secure Content Testing</a> for confidential assets.

Q: How do you ensure data quality in CPG research?

We apply <a href="https://touchstoneresearch.com/data-quality/">multi-layer data quality validation</a>, fraud detection, phone verification when needed, and rigorous sampling controls. Touchstone maintains SOC 2 Type II compliance and aligns with GDPR and CCPA to safeguard data and ensure accuracy.

Touchstone Research partners with CPG brands to test products, packaging, and marketing with speed and precision. Whether you are shaping a new concept, optimizing a shopper journey, or evaluating real-world usage, our research solutions deliver the clarity needed to compete and grow in today’s fast-moving consumer landscape.

Consumer Packaged Goods Market Research Services

Why CPG Market Research Matters

The CPG industry moves quickly and consumer expectations shift constantly. Brands must innovate fast, deliver meaningful value, and stand out across crowded retail and digital environments. Strong insights give teams the confidence to launch, refine, and scale products that resonate with real buyers.

Touchstone helps CPG companies stay ahead through research that explains what consumers choose, why they choose it, and how those choices evolve.

Market Research Services for Consumer Packaged Goods Companies

Proven CPG Expertise: Decades of experience supporting brands across food and beverage, household goods, personal care, and emerging categories.
Built for Fast-Moving Lifecycles: Agile research approaches that align with rapid product development, packaging refreshes, and marketing cycles.
Retail and E-Commerce Insight: Research that reflects real shopping behavior across in-store, online, and omnichannel environments.
Inclusive Consumer Reach: Access to diverse audiences including families, Gen Z, multicultural shoppers, health-conscious consumers, and value-driven buyers.
Global Research Capabilities: Support for multi-market studies with translation, localization, and in-market sampling.
Trusted by Leading CPG Brands: Top consumer brands rely on Touchstone for insights that sharpen product, packaging, and campaign decisions.

Consumer Packaged Goods Market Research Services We Provide

Touchstone Research delivers full-service, agile CPG market research solutions that help brands evaluate new products, refine packaging, and optimize marketing campaigns. Our advanced methodologies and CPG expertise ensure insights that drive growth in competitive retail and digital markets.

Qualitative Research

Explore motivations, preferences, and behaviors through focus groups, ethnographic studies, and in-depth interviews. Our CPG qualitative research uncovers the “why” behind consumer decisions to fuel better product development and marketing.

Learn More About Qualitative Research Services

Quantitative Research

Gather reliable data on consumer behavior, brand perception, usage patterns, product appeal, and category trends with custom quantitative research for CPG. Our survey-based solutions deliver high-impact insights at scale.

Learn More About Quantitative Research Services

Recruitment & Fieldwork

We recruit high-quality, targeted participants for CPG studies across demographics, lifestyles, shopping behaviors, and product usage levels. Our fieldwork ensures your insights are grounded in real consumer voices.

Learn More About Recruitment & Fieldwork Services

UX Research

Optimize digital and physical consumer experiences through expert-led UX research. We support usability testing, digital journey mapping, loyalty experience evaluation, and product interaction feedback.

Learn More About UX Research

Communities & Panels

Leverage ongoing insight communities and consumer panels for continuous learning and rapid iteration. Ideal for fast-turn CPG innovation cycles and longitudinal tracking.

Learn More About Communities & Panels

Dial Tester

Capture second-by-second emotional and behavioral reactions to advertising, packaging reveals, and video content using our proprietary Dial Tester tool. Ideal for optimizing creative impact prior to launch.

Learn More About Dial Tester

Secure Content Testing

Protect product concepts, prototypes, packaging designs, and pre-release marketing materials with SCT. Our platform provides secure access and user-level watermarking to safeguard confidential CPG content throughout testing.

Learn More Secure Content Testing

CPG Market Research Case Studies

Taste Test & Flavor Exploration Research

Touchstone partnered with a consumer packaged goods brand to conduct qualitative taste test and flavor exploration research, uncovering sensory perceptions, preferences, and emotional drivers behind flavor appeal. Insights informed product optimization and supported confident decisions ahead of broader CPG market rollout.

Read the case study: Taste Test & Flavor Exploration Research

CPG Audiences We Reach Through Market Research

Understanding the consumer is at the heart of every successful CPG initiative. Touchstone Research connects brands with diverse audiences whose behaviors, preferences, and shopping patterns shape category performance. Our recruitment capabilities span everyday shoppers to highly specific lifestyle segments, ensuring your research reaches the people who matter most.

Health-Conscious Consumers
Creators & Influencers
Kids & Families
Eco-Friendly Shoppers
Gen Z Consumers
Busy Professionals

Loyal Brand Advocates
Value-Conscious Shoppers
Digital Natives
Frequent Online Shoppers
Regional & Cultural Segments

CPG Audiences We Reach Through Market Research

Consumer Packaged Goods Market Research FAQs

What is CPG market research?

CPG market research helps brands understand how consumers discover, evaluate, purchase, and use packaged goods. It informs decisions across product development, packaging, messaging, retail strategy, and brand positioning.

Why is market research important for CPG brands?

The CPG landscape changes quickly. Research reduces risk by validating concepts, identifying consumer needs, refining packaging, and testing campaigns before launch. Strong insights help brands compete in crowded shelves and digital marketplaces.

What types of CPG market research services does Touchstone provide?

We offer qualitative research, quantitative surveys, UX testing for digital and physical touchpoints, packaging and concept testing, shopper insights, communities and panels, Dial Testing for content evaluation, and Secure Content Testing for confidential assets.

How do you ensure data quality in CPG research?

We apply multi-layer data quality validation, fraud detection, phone verification when needed, and rigorous sampling controls. Touchstone maintains SOC 2 Type II compliance and aligns with GDPR and CCPA to safeguard data and ensure accuracy.

Which audiences can be reached through CPG market research?

Our in-house qualitative recruitment team recruits a wide range of consumers including parents, youth, digital natives, eco-conscious shoppers, value-focused buyers, multicultural audiences, loyalists, category users, heavy category buyers, and regional segments.

Do you offer global CPG market research capabilities?

Yes. We conduct research across more than 60 international markets with local moderators, multilingual support, and country-specific compliance.

How does market research support product development for CPG brands?

Research helps teams validate product ideas early, refine formulations and claims, test prototypes, evaluate sensory attributes, and understand consumer expectations before full-scale production.

Can Touchstone help test packaging and creative content?

Yes. We test packaging, messaging, claims, ads, videos, and digital content. Our Dial Tester tool captures second-by-second reactions, while Secure Content Testing protects confidential assets throughout the research process.

How quickly can CPG research be conducted?

Timelines vary by methodology, but many CPG studies can be executed quickly. We support agile research cycles, fast-turn concept reads, and iterative testing to keep pace with category demands.

Trusted by Leading CPG Brands

What Our Clients Are Saying About Us

With the knowledge gained in our user research efforts with Touchstone, we have been empowered to make more data informed decisions about our product by keeping user behavior and motivation at the forefront of our work. Along with being flexible in our partnership model, Touchstone has supported this effort by offering a dedicated team that continues to learn about our unique product and business needs and provides quick turnaround for recruitment, facilitation, and topline reports.

Senior Digital Product Manager
Ed-Tech Company
Touchstone Research has been an invaluable partner in our product design process, helping us reach a hard-to-reach population (K-12) students, and upholding the highest standards around safety and accessibility for participants. … Having worked with other research panels in the past, Touchstone has the best customer service, and panel quality. We plan to keep working together for the foreseeable future!

UX Researcher
Ed-Tech Company
My team has collaborated on a number of quantitative projects, and Touchstone has consistently delivered high-quality analysis and maintained excellent communication throughout the project. Their insights have directly contributed to shaping our team’s strategy and we plan to continue working with them in the future.

UX Researcher
Music & Video Streaming Company