Package 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.

Making choices: It would be nice to have a crystal ball to foresee answers to a variety of product development questions. This article discusses trade-off analysis as such a crystal ball.
Data Use: Using conjoint analysis to shape a political message: Two instances where conjoint can be used in the political realm are discussed: assessing levels of preference for important issues, and shaping the candidate’s message.
A true return on investment: StarKist Seafood followed a rigorous, empirically-based advertising process to develop its “Tuna in a Pouch” advertising, aiming to drive sales and contribute to the success of the product as an established entity.
Data Use: Unearthing TURF: The process of TURF (total unduplicated reach and frequency) analysis has applications outside the world of advertising and media. It can be used to measure the incremental value of line extensions and projecting budgetary choices, both of which are explored here along with other applications.
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.

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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.