Package Marketing Research

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

In Case You Missed It... March 2010: News and notes on marketing research: what Twitter reveals about mood and food; Domino's pizza revamp; Alice.com online storefronts
The basics of successful rebranding research: Thinking of a brand facelift? A winning approach to rebranding research should incorporate both qualitative and quantitative methodologies and ask tough questions, such as how much can your brand deviate without losing a loyal customer following?
Using creative packaging to encourage kid-brand engagement: Creative packaging is the first step to fostering brand engagement among kids. Interactive packaging that gives kids a call to action can bring a positive brand experience to the highly-connected lives of today's youth. See what Neopets and Lego are doing right.
Data Use: A good choice for choice modeling: Maximum difference scaling lets researchers present respondents with large numbers of choice options without making the process onerous. The article uses examples of a hotel loyalty program and restaurant menu optimization to show the technique in action.
Insights and implications for packaging research: 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.

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There are 79 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Structured Equation Models: an introduction: This article describes an analysis technique known as Structured Equations Models (SEM), also called Causal Modeling, Latent Variable Modeling, and LISREL models. The author illustrates how SEM can help analyze results of conjoint analysis to more fully understand the motivational, perceptual or psychological determinants of perceived value.
Discrete choice experiments and traditional conjoint analysis: This article is based on a presentation by the author to the Sixth Annual International Air Transport Association Market Research Conference in Geneva, Switzerland, on December 8, 1998. This article discusses discrete choice experiments and traditional conjoint analysis, including a review of the history of choice experiments and comparison of choice models with traditional conjoint analysis.
Problems inherent in using a test market: Analytical research tools use hypothetical models to gain insight into real market forces whereas test markets take place within a slice of the real market. This article focuses on some of the problems inherent in using a test market to assess the impact of some change in marketing. These potential problems affect either predictive ability or efficiency. The authors distinguish the issues related to test marketing with those related to analytical procedures.
Conjoint analysis enhances computer-based interviews: By employing interactive software, conjoint analysis increases the effectiveness of computer-based interviewing. The results have helped businesses to better understand the marketplace with accurate data.
Kid-tested, mother-approved: Examines the effects that mothers and teens have on each other as buyers and consumers of products.

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Related Glossary Terms

Packaging testing: Tests used to gauge reactions by consumers to different packaging approaches.

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Related Associations

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Related Events

ESOMAR WM3 CONFERENCE: October 19-21, 2010; ESOMAR will hold WM3, a conference on worldwide multimedia measurement, on October 19-21 in Berlin, Germany.