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We know MFPs deliver more for consumers, whether they integrate multiple functions or have multiple uses. They are designed to serve more than one consumer need concurrently. We know they can, ideally, offer important benefits to consumers beyond what monofunctional products can offer, such as saving more time, space, and money. We also know MFPs are more complex than monofunc-tional products. This can make them harder to design or formulate, use, or maintain. This complexity is an important issue to explore with consumers.

On one hand MFPs can serve to expand your target market by appealing to a broader base of people, some of whom are attracted by one function, some of whom are attracted by other functions, and some who value the combination. Therefore, consumer research needs to cast a wider net.

On the other hand, MFPs can narrow a market by appealing only to people who prefer the combination of functions offered. Some people may prefer different combinations. Others, who do not think they need the whole combination every time, may prefer unbundled functions across multiple products. Some may believe they can get better quality in individual products or that buying individual products allows them more control. Therefore, consumer research needs to dig more deeply to better understand consumer need and preference.

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