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PACKAGING +PEOPLE
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 reading minds.
Passionate about packaging, especially form and function – and if that makes me a packaging geek, so be it.
Hello!
Kaylor HildenbrandPrincipal Consultant
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
Technology – the
way people shop
Communication and
Influence – the way people
receive and share information
Lifestyle – the way
people live
Consumers have
changed.
GI GenerationConservative,
very accepting
Mature / SilentsAccepting, self-
sacrificing
BoomersBeginning to enjoy
some choice but
cautious
Gen XInformation
overload, less
loyal, will quietly
make another
choice
Gen Y /
MillennialsMore demanding,
sense of
entitlement, will
start a movement
Gen ZDesires full
transparency,
purpose over
brand
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 CONDUCT RESEARCH?
Why spend the money?
Why commit the time?
“We know what is best for our consumers.”
You don’t
want to be
this guy.
You don’t
want this to
be your
consumer.
“START WITH
WHAT IS RIGHT,
NOT WHAT IS
ACCEPTABLE.”
PETER DRUCKER SAID IT BEST…
Objective viewpoints
Varying perspectives
A fresh set of eyes
THERE IS A NEED
FOR
AND VALUE IN…
AND SOMETIMES THERE
ARE SIMPLY THINGS WE
JUST DON’T KNOW…
Zambia and
Tomatoes
But really, why conduct
PACKAGING research?
EXPENSE
INVESTMENT
Packaging is your hardest
working employee.P
AY
RO
LL
o Must work 24/7 – no vacation days.
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.
o Must be easy for “Junior” to use.
o Must be easy for “Grandpa” to use.
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.
o Responsible for delivering a positive product/brand experience by making “every time, like the first
time.”
o When empty, must easily transition to discard, reuse, recycling or repurpose.
JOB DESCRIPTION
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
o Direct consumer
contact or interaction
Secondary Research
o Gathering information or
compiling data from
already existing sources
PRIMARY RESEARCH
Qualitative
o “How people feel”
o Fluid, evolutionary
o Small sample sizes
o Directional in nature, intended
to uncover issues and
opportunity but not measure
the depth or breadth.
Quantitative
o “How many people feel that way”
o Rigid, requires consistency
o Larger sample sizes
o Can project results to the greater
population within the market
segment. Provides answers but
sometimes not the context.
1. CONSUMER CONVERSATIONS
3. IN-HOME USE TEST
2. ETHNOGRAPHY
Small group or one-on-one discussions. Traditional settings or friend groups, opinion parties.
In-person or online. Technical definition is “observation only”. Take the opportunity to explore and
question through interactive ethnography.
Most critical for packaging to test form and function. It must be tested in the hands that will use it.
QUALITATIVE RESEARCHASK | EXPLORE | UNDERSTAND
CONSUMER
CONVERSATIONS
TALK IT OUT
Delivers rich consumer feedback,
frank commentary, opportunities to
explore and go deeper.
Group dynamics can spur insightful
debate.
Offers the opportunity to present
varied stimuli, to read respondent’s
facial and body language, invites
hands-on exploration of concepts or
prototypes.
Respondents can be influenced by
others in the group, or not
completely forthcoming (trying to
impress). A good moderator can
avert this.
Sometimes considered a “sterile”
environment, but there are
options.
Markets are often limited by costs
and logistics (typically conducted
in only 1-2 markets).
BENEFITS DRAWBACKS
INTERACTIVE ETHNOGRAPHY
BE AN INSIDER
Observation of an individual, their
actions, their surroundings and how
they interact with their environment
(conducted in the home, a store,
office, etc.)
True ethnography, by definition, is
“observation only”. More typical
today is “interactive ethnography”
which allows the researcher to ask
questions.
Newest methods include self-
directed online video immersion.
Can be costly and time
consuming. (Online platforms
offer efficiencies of time and
budget.)
WHAT IS IT?
PRIMARY DRAWBACK
PRIMARY BENEFITProvides a valuable opportunity for
observation and exploration in real
world settings and situations,
sometimes places we often don’t get
to go.
IHUT – IN HOME USE TEST
HANDS ON
Consumers are given actual
product/packaging to trial in their
homes over time. Qualitative follow-
up (a consumer conversation) is
essential in understanding their
experiences and their stories.
More stringent internal processes to place
items in home with actual food.
Costs are typically higher compared to Sight
& Handling, for example, because of a
greater commitment on the part of the
consumers, and the cost of creating a large
number of high quality prototypes to test.
WHAT IS IT?
DRAWBACKS
BENEFITSAs close to real world usage as one can get
when testing form and function.
Places the product/package in the context of
the home (or work environment), the
consumer’s lifestyle and family dynamics, and
in the competitive environment of the pantry.
Takes you beyond what is
perceived or expected
by consumers
to what is experienced.
WHOSE HANDS WILL HOLD
YOUR PACKAGING?
Always include them in
your consumer testing.
1. SURVEYS AND POLLING
3. SHELF TESTS
2. SIGHT & HANDLING
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.
Look, touch, evaluate and rate. Consider qualitative follow-up here as well, like an exit interview.
Mock-ups – it’s all about the pick-up. Did you get into the consideration set? In-store – track actual sales.
QUANTITATIVE / HYBRID RESEARCHASK | MEASURE
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?
NEUROSCIENCESubconscious 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?
Should we be asking
consumers to design the
packaging?
PEOPLE
NO but consider collaboration
THEY DON’T KNOW WHAT
THEY ARE MISSING
Consumers often find it difficult, if not impossible, to imagine or
envision what they want or what is possible, and sometimes they
don’t even recognize a need until they are presented with an
option. It’s not their job to design the solution. Rather, that falls
to you. But it is your job, or your researcher’s job, to listen to
and interpret their stories.
The perfect packaging for _________________ (product type) would mean…
I could _____________.
My child (other) could _______________.
I would not need to ______________________.
The product would/would not_____________________.
PEOPLE PROVIDE
INSPIRATION…INDIRECTLY.CHALLENGES
ORGANIC BEHAVIORS
Look for their work-arounds. It is always easier to support what consumers are doing than try to train to a new behavior. Help them do what they want to do.
Look for their frustrations, what works and what doesn’t. What could be made easier? How can packaging elevate the experience?
THE POWER OF QUALITATIVE
RESEARCH TO UNCOVER
OPPORTUNITYUnderarms!
Legs!Glasses!
In the shower!
THE POWER OF QUALITATIVE
RESEARCH TO UNCOVER
OPPORTUNITY
Shopping continues at home. What
is what?
Intended brand
perception?
What do you want to achieve?
Where will you find your
opportunity?
The buckets are not mutually exclusive.
Green
initiatives
New usage
occasion
Functional
benefit
Cost
savingsNew
consumer
segment
STARTING WITH INTERNAL INITIATIVES
Taste
Nutrition
Convenience
Value
Variety
Fun
Affordability
Time Savings
Trading Up
Sustainability
Quality
Resourcefulness
DRIVERS OF
CONSUMER TRENDS
KEY ROLES OF PACKAGING
Opportunity exists at every step along the way.
Choice of materials
Sustainable, robust,
proper barrier, fit with
the brand
Manufacturing line
Orientation, process,
existing lines or
capital investment
Transport to stores
Weight,
palletizing,
e-commerce
Stocking the shelves
Quick and easy,
merchandising
maintenance
Shelf set
Unique identity,
facings, billboarding,
findability
Handling at shelf
Easy to grasp,
durable, one-handed
grab, quality feel
Bringing it home
Portability,
maintaining quality of
the product
Visibility in the home
Keeping brand visible,
inventory control,
creating temptation
Open/Close/Store
Who is handling it,
where does it live,
lifestyle opportunities
Delivering delight
Convenience,
“like the first time
each time”
Protection
Freshness,
breakage,
freezer burn
Discard
Reuse, repurpose,
recycle
POP QUIZ!Packaging is designed
for ___________________.
LIFESTAGE +LIFESTYLE
BOOMERS
VISION
HAND STRENGTH AND DEXERITY
MOBILITY AND BALANCE
PORTION SIZE
DESIRE TO MAINTAIN INDEPENDENCE
UNIVERSAL DESIGN
“Design for the young and you exclude the old;Design for the old and you include the young.”
Bernard Isaacs, Founding Director of the BirminghamCentre for Applied Gerontology
L I F E S T A G E
YOUNG FAMILY
SNACKS COUNT AS MEALS
NO EXTRA STEPS
HEALTHY IN A HURRY
NO WASTE
ENCOURAGE CHILD’S
INDEPENDENCE
KIDS IN THE KITCHENDear family,
Thanks for putting the empty boxes back into the
cabinet. There’s nothing like having
disappointment for breakfast.
-Mom
L I F E S T A G E
THE EASY BUTTON
CARRY HOME – weight, grasp, one-handed grab
OPEN / CLOSE – neat, easy, reclose for containment and freshness
ACCESS THE PRODUCT – get full value, how is it being used?
L I F E S T Y L E
SMALLER AND SMALLER – portioned, easier to carry
LIFE IS A HIGHWAY – designed with the car in mind
JUST SAY IT – tell consumers the intent
BETTER TOGETHER – perfect pairings
UNEXPECTED FINDS – snacking/portability for unexpected foods
MORE THAN A PRETTY FACE – let packaging provide what is needed
HERE WE GO
L I F E S T Y L E
STICK IT,
SQUEEZE IT,
PUT IT IN A
POUCH
AND IN CASE YOU HAD NOT NOTICED…
E-COMMERCE CHANGES THE GAME
JUST SHIP IT
L I F E S T Y L E
Inconsistencies on how items show on screen
Lose the opportunity to appeal to senses of touch
and feel, quality perceptions
Requires more robust packaging / little control over
distribution
Consider features for inventory control –
consumers need more lead time to restock
The channel could present an opportunity to introduce
packaging innovation, like a soft launch. Once the
consumer has received the product, they will trial it.
THE WISH LIST
LET ME
DO IT
W I S H L I S T
Interactive
Customization
Consumer takes ownership
Feels more real / wholesome
DON’T HIDE
ANYTHING
W I S H L I S T
Transparency
Showcases quality
Storytelling
Consumer feels more connected
and empowered
Feels more real / wholesome
ENGAGE
ME
W I S H L I S T
Customization
Individualization
Make it fun
Interactive
See, hear, feel
Inspiration
STYLE
POINTS
W I S H L I S T
Reflects personality
Showcases the brand, not hidden
Add another layer of engagement
Collectible / multiples
HELP ME
DO MY THING
W I S H L I S T
Simplifies
Organic behaviors
Reinforces behavior
Connection
SPEAK TO ME
ON MY TERMS
W I S H L I S T
Simplifies
Communicates at a glance
That’s for me
YOU HAD ME
AT RECLOSE
W I S H L I S T
Convenience
No Loss Of Value / Food Waste, Storage Bags
Quality Perception
Maintain Branding
Bonus – Easy Open!
KAYLOR HILDENBRAND | Principal Consultant
T 321.303.3617Kaylor@PARKresearch.comwww.PARKresearch.comwww.PackageSPEAK.com
@PackageSPEAKPackageSPEAK on Facebook
PARK
RESEARCH
PARTNERS