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Whether you are in Boston, Barcelona or Bangkok, the ultimate objective of any
packaging system is to drive sales. Therefore, packaging studies must go
beyond aesthetics (i.e. What people like) and instead focus on communication
and persuasion (i.e. What people will buy).
However, poorly designed packaging studies can quickly descend into art
directing rather than communication assessment. For this reason, the single
most important principle of effective packaging research is monadic study design,
in which each person sees/reacts to only one system and findings are
compared across cells (i.e. those who saw current packaging vs. those who
saw proposed packaging). Thats because the primary objective of a packaging
study should be to simulate the introduction of a new packaging system (to see
how it impacts shoppers attitudes and behavior. In other words, the evaluation
of packaging systems is not about preference it is about influencing behavior.
When shoppers directly compare different packaging options on a side-by-side
basis (current vs. proposed), it creates an unrealistic viewing scenario, which
they would rarely encounter in store. As such, it often turns them into art
directors (focused overly on aesthetics) or brand managers (over-emphasizing
the differences between options), rather than shoppers deciding whether or not
to buy the product. Therefore, it is important to resist the obvious temptation for
side-by-side comparisons, because these comparisons can be very misleading
and finding out that 80% prefer the new packaging over the old has little
connection to whether or not a packaging change will have any impact on sales.
One Executive Drive Fort Lee, NJ 07024 Phone: (201) 346-1600 Fax: (201) 346-1616
www.prsresearch.com
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Principle #3:
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Focus on Functionality
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Principle #5:
systems
across
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Across these principles, several unifying themes have emerged for effective
packaging research. First and foremost, the key to effective packaging research
is to keep the shopper in a shopping context. When a shopper is at the shelf,
considering different brands for purchase, she is in this context and she is likely
to provide accurate feedback. Conversely, when a shopper is removed from this
context and asked to consider alternative designs or design elements, the
shopper becomes an art director and the research can frequently become
misleading.
Secondly, it is necessary to recognize and account for the uniqueness of
packaging, both in research methodology and analysis. Specifically, the clutter
of the shelf environment, the presence of direct competitors and the immediacy
of the purchase decision make packaging quite different from advertising and
suggest that advertising research principles (such as recall) cant be
transplanted directly to packaging studies.
Thirdly, given the manner in which shoppers, competitors and retail environments
vary across the globe, it is important to develop and evaluate packaging in a
local context. In other words, packaging should be developed with the local
retail and home context in mind and assessed relative to the primary
competitors in each market.
While there is certainly no single formula for effective global packaging, weve
seen that success is generally the result of balancing a consistent global identity
with local insight, flexibility and customization. As importantly, weve seen that
marketers who invest in a disciplined process for developing and assessing
packaging systems are consistently rewarded with packaging that works globally
and wins at retail.
Scott Young in the President of Perception Research Services
(www.prsresearch.com), a company that conducts over 800 custom studies
annually to guide packaging decisions. Scott can be reached at 201-3461600 or syoung@prsresearch.com.