PACKAGING + PEOPLE Hello! 20+ years as a Qualitative Research - - PowerPoint PPT Presentation

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 Hildenbrand

Principal 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 Generation

Conservative, very accepting

Mature / Silents

Accepting, self- sacrificing

Boomers

Beginning to enjoy some choice but cautious

Gen X

Information

• verload, 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 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 A Y R O L L

• 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.

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

• Direct consumer

contact or interaction

Secondary Research

• Gathering information or

compiling data from already existing sources

PRIMARY RESEARCH

Qualitative

• “How people feel”
• Fluid, evolutionary
• Small sample sizes
• Directional in nature, intended

to uncover issues and

• pportunity but not measure

the depth or breadth.

Quantitative

• “How many people feel that way”
• Rigid, requires consistency
• Larger sample sizes
• 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 RESEARCH

ASK | 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

• thers in the group, or not

completely forthcoming (trying to impress). A good moderator can avert this. Sometimes considered a “sterile” environment, but there are

• ptions.

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,

• ffice, 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
• ffer efficiencies of time and

budget.)

WHAT IS IT?

PRIMARY DRAWBACK

PRIMARY BENEFIT

Provides a valuable opportunity for

• bservation 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 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.

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 RESEARCH

ASK | 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?

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

• ne’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

• vercome. 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

• ption. 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 OPPORTUNITY

Underarms!

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

• pportunity?

The buckets are not mutually exclusive.

Green initiatives New usage

• ccasion

Functional benefit Cost savings New 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 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 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 321.303.3617 Kaylor@PARKresearch.com www.PARKresearch.com www.PackageSPEAK.com @PackageSPEAK PackageSPEAK on Facebook

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