PACKAGING + PEOPLE
Hello! 20+ years as a Qualitative Research Consultant Experience includes research for products, packaging, services, marketing and advertising in many categories including CPG, pharma, medical device, real estate, financial, telecommunications and dining among others. Intensely curious – I ask a lot of questions. Eerily intuitive – have been accused more than once of Kaylor Hildenbrand reading minds. Principal Consultant Passionate about packaging, especially form and function – and if that makes me a packaging geek, so be it. PARK Research Partners | PackageSPEAK
What’s your number? 17
TELL ME… One word YOU associate with PACKAGING. One word you believe CONSUMERS associate with PACKAGING.
The consumer landscape has changed. Economy – the way people determine value Communication and Technology – the Influence – the way people way people shop receive and share information Lifestyle – the way people live
Consumers have Gen Z Desires full transparency, changed. purpose over Gen Y / brand Millennials More demanding, sense of Gen X entitlement, will Information start a movement overload, less loyal, will quietly make another Boomers choice Beginning to enjoy some choice but cautious Mature / Silents Accepting, self- sacrificing GI Generation Conservative, very accepting
The consumer is the new expert on your products and packaging. Yes, you create it but they are the marketer, the brand manager, the judge and the jury. They no longer quietly accept what you give them. Your success now lies in becoming the expert on your consumer.
Why spend the money? Why commit the time? “We know what is best for our consumers.” WHY CONDUCT RESEARCH?
You don’t want to be this guy.
You don’t want this to be your consumer.
PETER DRUCKER SAID IT BEST… “START WITH WHAT IS RIGHT, NOT WHAT IS ACCEPTABLE.”
THERE IS A NEED FOR AND VALUE IN… Objective viewpoints Varying perspectives A fresh set of eyes
AND SOMETIMES THERE ARE SIMPLY THINGS WE JUST DON’T KNOW… Zambia and Tomatoes
But really, why conduct PACKAGING research? INVESTMENT EXPENSE
P A Y R O L L Packaging is your hardest working employee.
JOB DESCRIPTION Must work 24/7 – no vacation days. o o Must play nicely with machinery and transport vehicles. o Must cooperate with merchandisers and stock clerks. o Must protect the product at all times from pests, humidity and breakage. o Responsible for maintaining the freshness or quality of the product. o Must communicate clearly and stay on message as a brand ambassador. o Responsible for attracting a lot of attention and making the sale. o Must be attractive, well dressed and stand tall at all times, even while stored in a home. o Must play nicely with other items in the pantry/freezer, etc. o Must be able to fit neatly into a small space and yet not become hidden. o Must create temptation. o Must be simple, not complicated. Must be easy for “Junior” to use. o Must be easy for “Grandpa” to use. o o Must function as expected every time. o Must NOT be high maintenance or expensive. o Must dispense or allow access to the product easily. Responsible for delivering a positive product/brand experience by making “every time, like the first o time.” o When empty, must easily transition to discard, reuse, recycling or repurpose.
1. PACKAGING SHOULD BE DESIGNED FOR PEOPLE, NOT PRODUCTS. 2. PACKAGING IS THE ONE PIECE OF BRANDING THAT HAS THE HONOR AND THE PRIVILEGE OF LIVING ALONG- SIDE THE CONSUMER IN THEIR HOME.
STANDING OUT ON SHELF Consumer research can help you make sure it is for the RIGHT reasons!
BRAND COMMUNICATION Consumer research can help you make sure the message conveyed by the packaging is consistent with the brand!
DOING THE WORK For packaging behind the scenes (medical, food service, etc.) , testing with your customers helps to ensure the job is done and done with optimal efficiency.
Primary and Secondary Research Qualitative and Quantitative Methods TYPES OF RESEARCH
TYPES OF RESEARCH Primary Research Secondary Research o Gathering information or o Direct consumer compiling data from contact or interaction already existing sources
PRIMARY RESEARCH Qualitative Quantitative “How people feel” “How many people feel that way” o o o o Fluid, evolutionary Rigid, requires consistency o o Small sample sizes Larger sample sizes o o Directional in nature, intended Can project results to the greater to uncover issues and population within the market opportunity but not measure segment. Provides answers but the depth or breadth. sometimes not the context.
QUALITATIVE RESEARCH ASK | EXPLORE | UNDERSTAND 1. CONSUMER CONVERSATIONS Small group or one-on-one discussions. Traditional settings or friend groups, opinion parties. 2. ETHNOGRAPHY In- person or online. Technical definition is “observation only”. Take the opportunity to explore and question through interactive ethnography. 3. IN-HOME USE TEST Most critical for packaging to test form and function. It must be tested in the hands that will use it.
CONSUMER CONVERSATIONS TALK IT OUT DRAWBACKS BENEFITS Delivers rich consumer feedback, Respondents can be influenced by frank commentary, opportunities to others in the group, or not explore and go deeper. completely forthcoming (trying to impress). A good moderator can Group dynamics can spur insightful avert this. debate. Sometimes considered a “sterile” Offers the opportunity to present environment, but there are varied stimuli, to read respondent’s options. facial and body language, invites hands-on exploration of concepts or Markets are often limited by costs prototypes. and logistics (typically conducted in only 1-2 markets).
INTERACTIVE ETHNOGRAPHY BE AN INSIDER PRIMARY BENEFIT WHAT IS IT? Provides a valuable opportunity for Observation of an individual, their observation and exploration in real actions, their surroundings and how world settings and situations, sometimes places we often don’t get they interact with their environment (conducted in the home, a store, to go. office, etc.) True ethnography, by definition, is “observation only”. More typical PRIMARY DRAWBACK today is “interactive ethnography” Can be costly and time which allows the researcher to ask consuming. (Online platforms questions. offer efficiencies of time and Newest methods include self- budget.) directed online video immersion.
IHUT – IN HOME USE TEST HANDS ON BENEFITS WHAT IS IT? As close to real world usage as one can get when testing form and function. Consumers are given actual product/packaging to trial in their Places the product/package in the context of homes over time. Qualitative follow- the home (or work environment), the consumer’s lifestyle and family dynamics, and up (a consumer conversation) is in the competitive environment of the pantry. essential in understanding their experiences and their stories. DRAWBACKS More stringent internal processes to place Takes you beyond what is items in home with actual food. perceived or expected Costs are typically higher compared to Sight by consumers & Handling, for example, because of a greater commitment on the part of the to what is experienced. consumers, and the cost of creating a large number of high quality prototypes to test.
WHOSE HANDS WILL HOLD YOUR PACKAGING? Always include them in your consumer testing.
QUANTITATIVE / HYBRID RESEARCH ASK | MEASURE 1. SURVEYS AND POLLING Typically simple, quick, closed-in response. Multiple cost effective online platforms available. Not appropriate for concept testing if elements are unfamiliar. Best paired with qualitative, pre- or post. 2. SIGHT & HANDLING Look, touch, evaluate and rate. Consider qualitative follow-up here as well, like an exit interview. 3. SHELF TESTS Mock-ups – it’s all about the pick -up. Did you get into the consideration set? In-store – track actual sales. 4. EYE TRACKING Must be seen to be considered. Should be paired with qualitative follow- up. Who doesn’t stop to look at a train wreck?
NEUROSCIENCE Subconscious directives and cues (shapes, colors, smells, sounds, etc.). Exposure to a thing (multiple impressions) has periphery effects on activation, awareness, preference – reticular activation . A brand is essentially a collection of the associations in one’s mind. Ask, explore, and understand the associations – then play off of them. Create the network.
NEUROSCIENCE
NEUROSCIENCE Too far = disconnect Know what associations you own.
NEUROSCIENCE Strong associations can take time to overcome. This is what makes some choices and innovation challenging.
OPPORTUNITY + INNOVATION
Should packaging be designed for products or for people? PEOPLE Should we be asking consumers to design the packaging? NO but consider collaboration
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