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Marketing Research Articles Related to Packaging Testing

Marketing Research Articles Related to Packaging Testing

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A process for improving packaging research ROI

Published
January 2011
Author
Scott Young
Abstract
The author explains how companies can maximize their investments in packaging research by following five best practices: validating, screening, benchmarking, innovating and integrating.

Advertising and packaging; Your product's voice and face

Published
March 1999
Author
Gene Leichter
Abstract
Advertising, naming and packaging should work together to promote your brand. This article discusses the importance of product advertising and packaging.

Are consumers receptive to innovative packaging structures?

Published
June 1999
Author
Elliot Young
Abstract
Product success is directly related to consumer receptivity to products and packaging. This article discusses packaging, including a study of a plastic beer bottle.

Brawny takes a giant step into research

Published
November 1994
Author
Jack Weber
Abstract
The James River Corp. used focus groups as part of a nine-month research project that examined all phases of its Brawny brand franchise.

Can we really measure creativity?

Published
March 1998
Author
Jonathan Asher
Abstract
Many companies may think that packaging research is unnecessary and that it is time-consuming and expensive with little return to the creative process. This article discusses packaging research, including pre- and post-design research, instances when research is not merited and how to measure effectiveness.

Comparing eye-tracking to 2 cheaper challengers

Published
March 2014
Author
Jonathan Asher
Abstract
This article focuses on a self-funded study that Perception Research Services conducted to compare eye-tracking research to a mouse-clicking exercise conducted via computer-based interviews and a software algorithm intended to predict visual attention.

Consumers tell Searle Canada it's time to update sweetener packaging

Published
October 1990
Author
Quirk's Staff
Abstract
Searle Canada tested new packaging prototypes for its sweetener by conducting interviews with mall-goers, having them compare the new design to the current packaging.

Documenting the business value of packaging innovations

Published
January 2008
Author
Scott Young
Abstract
Research - both qualitative and quantitative - plays a key role in helping define the impact and benefits of packaging changes. By measuring metrics such as increases in visibility and enhanced product perceptions, the value of packaging changes can be communicated to various stakeholders.

Europeans discover T-Scope for packaging research

Published
November 1993
Author
Tony Siciliano
Abstract
The tachistoscope, or T-Scope, is a slide projector with a timing device that allows visual stimuli to be exposed at fast and consistently accurate speeds. This article describes two case studies that applied T-Scope techniques.

Five principles for global packaging research

Published
November 2004
Author
Scott Young
Abstract
Recommendations for global packaging research include: focus on functionality; don’t rely on a single number; and remember that competition is the norm.

Food marketing to tweens and teens

Published
February 2005
Author
Ted Mininni
Abstract
Examines the effects that mothers and teens have on each other as buyers and consumers of products.

Get creative: Seven solutions to improve usability studies

Published
April 2013
Author
Pamela Walshe
Abstract
This article outlines how seven research methodologies not traditionally employed in user experience research can improve usability studies.

Halloween no treat for private-label confectioners

Published
October 2009
Author
Quirk's Staff

How research helped develop the USPS’s Sample Showcase program

Published
December 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
In an era when the e-mail in-box is seemingly king, the USPS used qualitative research to help bring some excitement back to postal mail with a new product sampling program.

Incorporating qualitative into package design research

Published
January 2012
Author
Jerry W. Thomas
Abstract
The author shares some basic ideas and best practices for the use of qualitative research as a component in the package design research plan.

Innovative packaging keeps Campbell's at market forefront

Published
October 1987
Author
Quirk's Staff
Abstract
Packaging is one of the most important and least understood, elements of product marketing. Campbell Soup reviews demographic information and market trends to keep its packaging ahead of the curve and remain a market innovator.

Insights and implications for packaging research

Published
January 2010
Author
Scott Young
Abstract
Drawing from real-world successes and failures, this article argues that on the shelf and in the home are two proving grounds for innovative packaging designs and explores how research can help enhance the odds of victory.

Intelligent design: Packaging food with purpose

Published
August 2013
Author
Len Pollack
Abstract
This article addresses how packaging affects sales and what messages different styles communicate.

Is your packaging saying the right things to consumers?

Published
November 2013
Author
Len Pollack
Abstract
The author uses the bottled water industry as an example of how savvy packaging research and design can help set a product apart from the rest.

Label research spices sales of Henri's dressings

Published
October 1988
Author
Quirk's Staff
Abstract
Henri's Food Products conducted focus groups to determine which redesigned packaging labels might help address the declining sales of its reduced calorie salad dressings. Henri's also distributed a sales brochure for grocery buyers admitting its previous labeling mistakes and comparing the old label to the Edsel.