In-store Interview

Walter Landor & Associates used consumer research to help develop their designs. In the early 1950s, Landor began taking prototypes of his packaging and label designs into supermarkets to solicit responses from shoppers. He would get permission from the store manager to conduct surveys, then put his designs on the shelves and move things around. He would select random shoppers and ask them which package they liked while an assistant would record which designs they selected.