How do you figure out which product features actually matter to shoppers?

Question

Working on a new snack brand and trying to prioritize what to put on the packaging. Not sure if we should run a survey or just do focus groups.

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Carlos Mendez · Answer

For packaging specifically, I'd skip focus groups and run a MaxDiff (best-worst scaling) survey — it forces people to make real trade-offs instead of just saying everything matters. Aim for 10-15 attributes and around 200-300 respondents, and you'll get a clear priority ranking fast. SurveyGizmo or Qualtrics both have MaxDiff templates built in if you want a quick setup.

How do you figure out which product features actually matter to shoppers?

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