Upload
skim
View
513
Download
2
Embed Size (px)
DESCRIPTION
What do consumers want and need from packaging? What are their design preferences? What would build brand loyalty? How can you use packaging design to connect with them emotionally? Experience a live focus group to see how a skilled market research moderator from SKIM, Marcel Slavenburg, can uncover valuable consumer insights. We showed how to leverage this knowledge to fuel the innovation process through idea origination and product and packaging development. Three aspects of packaging were explored through this research: usability, appeal driving to motivation to buy, and the impact of green packaging on purchase decisions. It was an interactive and inspiring session!
Citation preview
expect great answers
Rub it in: a body lotion case study about consumer-insights-based packaging
Mandy Aristoff & Marcel Slavenburg
Introducing
SKIM
Session Agenda
Objectives
& Approach
Online
Board
Live focus
group
discussion
From
insights to
actions
San Francisco New York
London
Geneva
Rotterdam
Marcel Mandy
4
It’s all about consumers’ choices
Case study: business objectives
Designing a new packaging for a body lotion range that is…
A delight to use
Standing out
from shelf
Communicating
green brand
values
Without loosing
premium feel
1
2
3
4
5
Online board Understanding consumer needs / wants,
current usage & attitudes
• Idea validation
• Target understanding
• Consumer language
Focus group Deepen understanding of packaging cues,
testing and refining first rough guidelines
• Do’s and don’ts
• Checklist
Approach: Creative Lab
Let’s join forces!
7
• A delight to use
• Premiumness
• Stand out from shelf
• Green brand values
Do’s Don’ts &
Online Board approach
8
• 15 body lotion users
• Real-life peek
• 5 days
• Daily tasks
• Creative, fun &
engaging
Like the product you would like
to buy and tell me why
Dislike the one
you definitely NOT
like and tell me
why!
Highlight in green which
you want to keep on shelf
Highlight in red which ones
you would like to remove
12
Key Insights
• A delight to use
• Premiumness
• Stand out from shelf
• Green brand values
A delight to use: key insights
13
• No ‘one-size-fits-all’ winning pack
format, but pump stands out most
1
I prefer the pump, but I
would still buy this product
if it is in a bottle, but I think
I don't if it is in a jar
I love the Dove
packaging because
of the dispenser
pump
I prefer a tube
for travelling
• Preference depends on where it is
used and how it is stored
• Pack format can influence brand choice
and adds value, but product self is key
purchase driver
A delight to use: key insights
14
• Pack format appeal is both functional and emotional
1
Ugly bottle: I
won’t buy it
Useful pack format:
• Easy to use
• No dirty hands
• No dirty bottle
• Easy to empty
• Easy to store
• Easy to take
• Doesn’t break
• Keeps standing up
• Easy to grip / hold
The product counts more
than the look of the
package. As long as the
package is handy in use, I
like it.
15
Key Insights
• Premiumness
• Stand out from shelf
• Green brand values
Stand out from shelf: key insights
16
2
• Constant competition: not only in-store but also in the home!
Stand out from shelf: key insights
17
• Premium and price buyers are often the same people, constantly trading
up and down
2
1 2 3 5 6 7 8 9
10 11 12 13 14 15 16 17 18
19 20 21 22 23 24 25 26 27
4
Stand out from shelf: key insights
18
2
1 2 3 5 6 7 8 9
10 11 12 13 14 15 16 17 18
19 20 21 22 23 24 25 26 27
4
Stand out from shelf: key insights
19
2
What makes you stand out from shelf?
20
2
21
2
Colour (green silver purple red)
Brand (Rituals)
Format (easy to use, pump)
Shape
Visuals (flowers, coconut)
Simple Fresh Luxurious Feminine
Benefit-focus: moisturizes / hydrates +
RtBs: special, targeted, natural, ingredients
Not easy to use
Cheap
Dark
Oily
Old-fashioned
Medicine
Masculine
Too much (text) going on
What makes you stand out from shelf?
22
Key Insights
• Premiumness
• Green brand values
Green pack cues: key insights
23
Food choices Recycling Transport Energy saving Re-using
3
• Green matters to target, but beauty not top-of-mind
Green pack cues: key insights
24
Food choices Energy saving
3
• Learn from green consumer behaviour
fill it up in-store Bring it back
to store /
recyclable
materials
Local ingredients /
greener
transportation
methods
Use of green
production methods
Use ‘biological’ and
‘organic’
Recycling Transport Re-using
Green pack cues: key insights
25
3
• Learn from iconic brands: it’s all about naturalness
Be durable
Green pack cues: key insights
26
3
• Make green shopping easier by using green pack cues
I wish I could live
more eco-friendly,
but I don’t know what
to pay attention to
with packaging
27
Key Insights
• Premiumness
Premium cues: key insights
28
4
I would buy this, it looks
like expensive quality
• Premium packaging motivates to buy, simple and clean
design works best I prefer the
packaging from Rituals,
Kruidvat looks cheap It should look nice
on the shelf
I want the bottle
to look fancy
29
• 5 body lotion users
from Online Board
• 1 hour
• Goal: digging deeper
…..
• Flow overview
So, how to communicate green & premium and stand out on the shelf?
• 6 body lotion users from Online Board
• 1 hour focus group
• Delightful packaging
• Stand out from shelf
• Green & premium cues
• Concept design & collage
30
From Insights to actions
31
• A delight to use
• Premiumness
• Stand out from shelf
• Green brand values
Do’s Don’ts &
Next steps
32
To the drawing
board
to develop
consumer-insights-
based packaging
Test target appeal
and market potential
using Virtual
Shopping Trips with
Choice Based
Conjoint
Concept design & testing
Thank you! For participating now and for doing the survey
contact us or follow us online!
Mandy Aristoff | Senior Consumer Researcher
[email protected] | 00 31 10 282 3569
Marcel Slavenburg | Qualitative Researcher
[email protected] | 00 31 10 282 3569