Package Marketing Research

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.

Incorporating qualitative into package design research

The author shares some basic ideas and best practices for the use of qualitative research as a component in the package design research plan.

Consumers are like Google: Brand-building and the search for meaning

For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

How research helped develop the USPS’s Sample Showcase program

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.

An analysis of the past 20 years of client-side research buying

Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

Improving continuous improvement with maximum difference scaling

To perform better, companies need to know what’s most important to consumers. The author outlines how to use max-diff to identify improvement priorities.

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Related Articles

There are 86 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Using tachistoscope, semantic differential and preference tests in package design assessment

Taken from the book Handbook of Package Design Research, this article discusses a research methodology that measures consumer response to test package/label designs in terms of three decision criteria: impact, imagery, and preference.

Feeling insecure about your image?

While the Web has been a boon for testing images of all kinds, it also leaves those images open to appropriation. Reviewing the current threats as well as solutions, the authors make recommendations on what to expect when testing digital images in online research.

Craftsmanship for the '90s

3M tested a number of packaging designs for its line of wood care products to make sure that the packaging would communicate key ideas and the benefits to both novice and experienced woodworkers. The computer-generated designs experimented with different names for the products (such as Safe Strip, Strip Safer) and informational taglines below the product name to explain the product benefits. The main research methods used were eye-tracking and one-on-one interviews.

Using virtual reality-based conjoint to capture the voice of the customer

When demand for a new product is highly uncertain and prototypes are expensive to develop, a research approach where potential customers evaluate hypothetical products can be extremely useful. This article describes use of TradeOff VRTM, which combines conjoint analysis and virtual reality to obtain customer feedback regarding the product design and planning process for a new Volvo truck.

Maximize your multimedia

A review of current methods of protecting digital media used in online surveys.

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Specialties

• Conjoint Analysis/Trade-Off Analysis
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• Package Development Research
• Packaging Testing
• Repositioning Studies
• Test-Market Research
• Test-Market Simulation

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• Packaged Goods

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