Packaging & Logos
Although packaging research in qualitative is fairly common, it is rarely easy or straight-forward. So much depends on what’s in place (or not) before we get into it with consumers: What’s the yardstick for recognizing “good” options? How do well or precisely do we expect packaging to reflect positioning? Are the options being assessed similar or truly differentiated from one another?
Then, there are a whole series of challenges once we confront consumers: How do you get literal-minded research participants to think about and process abstractions? How do you tell whether lines and colors really reflect a brand’s positioning or not?
And finally, there are challenges in processing things after the fieldwork: What’s to be done when no clear “winner” emerges? How do you weigh participants’ subjective preferences against other marketing imperatives? Over the years, we’ve come to really love researching packaging, and have expanded our capabilities with quantitative and on-line tools.
The following is a partial inventory of some of the packaging we’ve worked on: State Express 555, Claritin, Aerius, Chlor-Tripolon, Player’s (family), du Maurier (family), Lucky Strike, Majesta paper products, Labatt 50, Grolsch, Bud Light, and several more. We have also worked on the "fit and finish" and design of Ski-Doo snowmobiles,and the logos of a variety of corporations and public initiatives.