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. Kaylor Hildenbrand Principal Consultant 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. 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 Influence the way people receive and share information Technology the way people shop Lifestyle the way people live
Consumers have changed. GI Generation Conservative, very accepting Mature / Silents Accepting, selfsacrificing Boomers Beginning to enjoy some choice but cautious Gen X Information overload, less loyal, will quietly make another choice Gen Y / Millennials More demanding, sense of entitlement, will start a movement Gen Z Desires 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 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 Packaging is your hardest working employee.
JOB DESCRIPTION o o o o o o o o o o o o o o o o o o o Must work 24/7 no vacation days. Must play nicely with machinery and transport vehicles. Must cooperate with merchandisers and stock clerks. Must protect the product at all times from pests, humidity and breakage. Responsible for maintaining the freshness or quality of the product. Must communicate clearly and stay on message as a brand ambassador. Responsible for attracting a lot of attention and making the sale. Must be attractive, well dressed and stand tall at all times, even while stored in a home. Must play nicely with other items in the pantry/freezer, etc. Must be able to fit neatly into a small space and yet not become hidden. Must create temptation. Must be simple, not complicated. Must be easy for Junior to use. Must be easy for Grandpa to use. Must function as expected every time. Must NOT be high maintenance or expensive. Must dispense or allow access to the product easily. Responsible for delivering a positive product/brand experience by making every time, like the first time. 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 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 Quantitative o How many people feel that way o Fluid, evolutionary o Rigid, requires consistency o Small sample sizes o Larger sample sizes o Directional in nature, intended to uncover issues and opportunity but not measure the depth or breadth. o Can project results to the greater population within the market segment. Provides answers but sometimes not the context.
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 QUALITATIVE RESEARCH ASK EXPLORE UNDERSTAND 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 BENEFITS 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. DRAWBACKS 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).
INTERACTIVE ETHNOGRAPHY BE AN INSIDER WHAT IS IT? 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 selfdirected online video immersion. PRIMARY BENEFIT Provides a valuable opportunity for observation and exploration in real world settings and situations, sometimes places we often don t get to go. PRIMARY DRAWBACK Can be costly and time consuming. (Online platforms offer efficiencies of time and budget.)
IHUT IN HOME USE TEST HANDS ON WHAT IS IT? Consumers are given actual product/packaging to trial in their homes over time. Qualitative followup (a consumer conversation) is essential in understanding their experiences and their stories. Takes you beyond what is perceived or expected by consumers to what is experienced. BENEFITS As 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. DRAWBACKS 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.
WHOSE HANDS WILL HOLD YOUR PACKAGING? Always include them in your consumer testing.
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 QUANTITATIVE / HYBRID RESEARCH ASK MEASURE 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 Ask, explore, and understand the associations then play off of them. Create the network. 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.
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
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 Look for their frustrations, what works and what doesn t. What could be made easier? How can packaging elevate the experience? 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.
THE POWER OF QUALITATIVE RESEARCH TO UNCOVER OPPORTUNITY Underarms! Glasses! In the shower! Legs!
THE POWER OF QUALITATIVE RESEARCH TO UNCOVER OPPORTUNITY Intended brand perception? Shopping continues at home. What is what?
STARTING WITH INTERNAL INITIATIVES 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 savings New consumer segment
DRIVERS OF CONSUMER TRENDS Taste Nutrition Convenience Value Variety Fun Affordability Time Savings Trading Up Sustainability Quality Resourcefulness
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
L I F E S T A G E 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 Birmingham Centre 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 KITCHEN Dear 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 Y L 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 HERE WE GO 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
AND IN CASE YOU HAD NOT NOTICED STICK IT, SQUEEZE IT, PUT IT IN A POUCH
L I F E S T Y L E JUST SHIP IT E-COMMERCE CHANGES THE GAME 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 W I S H L I S T DO IT Interactive Customization Consumer takes ownership Feels more real / wholesome
DON T HIDE W I S H L I S T ANYTHING Transparency Showcases quality Storytelling Consumer feels more connected and empowered Feels more real / wholesome
ENGAGE W I S H L I S T ME Customization Individualization Make it fun Interactive See, hear, feel Inspiration
STYLE W I S H L I S T POINTS Reflects personality Showcases the brand, not hidden Add another layer of engagement Collectible / multiples
HELP ME W I S H L I S T DO MY THING Simplifies Organic behaviors Reinforces behavior Connection
SPEAK TO ME W I S H L I S T ON MY TERMS Simplifies Communicates at a glance That s for me
YOU HAD ME W I S H L I S T AT RECLOSE Convenience No Loss Of Value / Food Waste, Storage Bags Quality Perception Maintain Branding Bonus Easy Open!
PARK RESEARCH PARTNERS KAYLOR HILDENBRAND Principal Consultant T 321.303.3617 Kaylor@PARKresearch.com www.parkresearch.com www.packagespeak.com @PackageSPEAK PackageSPEAK on Facebook