The Focus Group Has Spoken - Brief Article

Brandweek, April 23, 2001 by Becky Ebenkamp

People gave a thumbs up to a dental floss that also whitens teeth, so odds are some R&D guy is plotting to invent one that removes stubborn stains and melts away fat, too. Below, recent intros that AcuPoll Precision Research (www.acupoll.com) tested among consumers.

Expert Opinion: While most people recognize flossing as a key component of good dental hygiene, it's usually not on anyone's Top 10 list of fun activities To get more from their current regimens, consumers seem eager to try J&J's tape, which purports to zap plaque and brighten teeth. Despite a low rating for value, consumers show interest in making trial purchases. Conclusion. They think this floss is boss.

Expert Opinion: If their low scores are any indication, headache sufferers need this product like they need a hole in the head. Consumers crave quick pain relief to get on with their day and that's why they don't find these cooling pads that can stay on for up to four hours very appealing: Fine for someone who's retiring for the night, but not the ideal fashion statement for that big career-advancing meeting with the boss or client. Since sufferers doubt this product will work any better than their current remedy they'll just take two aspirin and call it quits.

                       PureGold: Reach Whitening
                                  Tape
                      Total Panel  Category Users
Overall grade             A-             A-
Purchase probability      A              A
New & different           B              A
Price & value             D              D
                          FoolsGold: Excedrin
                      Tension Headache Cooling Pads
                      Total Panel  Category Users
Overall grade              F             F
Purchase probability       F             F
New & different            B             C
Price & value              F             F