Listen to Your Consumer: How to ensure you are innovating for successful packaging development
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1 All rights reserved MMR Research Worldwide Ltd Listen to Your Consumer: How to ensure you are innovating for successful packaging development Stergios Bititsios, Head of Packaging & Design
2 How important is packaging? MMR Research MMR Research Worldwide. Worldwide. All All rights reserved. 2 the brand is the screenplay, the product is the actor, packaging is the theatre
3 MMR Research Worldwide. All rights reserved. Packaging: A strategic priority 1/6 of a second per package average time spent looking at packaging
4 MMR Research Worldwide. All rights reserved.
5 Visual Pollution MMR Research Worldwide. All rights reserved.
6 MMR Research Worldwide. All rights reserved. Visual Pollution Decision Paralysis Brand Paralysis
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8 Why consumer preference shouldn t be overlooked MMR Research Worldwide. All rights reserved.
9 unpleasant reality 40% MMR Research Worldwide. All rights reserved. of new packaging fails 20% of new packaging adds value 40% of new packaging makes no difference
10 What drives consumers choice MMR Research Worldwide. All rights reserved. 10 Duality of Reward IMMEDIATE SATISFACTION / PLEASURE Measured via liking (traditional research) REWARD EMOTIONAL SATISFACTION (Immediate or longer-term)
11 Listening to the True Voice of the Consumer MMR Research Worldwide. All rights reserved. CONSCIOUS / APPARENT Liking is not a valid enough metric to base packaging decisions upon. The real drivers of choice lie beneath the surface CONCEPTUALISATIONS These relate to what things actually mean to us They re crucial! But almost entirely overlooked by traditional quant research UNKNOWN ME Emotion exists here making it almost impossible to access reliably via normal research methods
12 What are conceptualisations? MMR Research Worldwide. All rights reserved. 12 passion lust anger striking aggression Red joy heat warmth purity excitement danger powerful Conceptualisations can be emotional or functional And through experience, learning and exposure they develop and solidify over time Collecting conceptual information adds an additional component to our understanding of reward
13 MMR Research MMR Research Worldwide. Worldwide. All rights All rights reserved. How would you go about opening that door?
14 MMR Research MMR Research Worldwide. Worldwide. All rights All rights reserved. Think how many times you instinctively pulled instead of pushing
15 MMR Research Worldwide. All rights reserved. Pack Home Appearance Texture Sound Aroma Conceptualisations are the consequence of perception, allowing us to assign meaning to the stimulus we re exposed to and ultimately drive the choices we make Multisensory Experience Appearance Physical Pack Texture Sound Aroma Flavour
16 MMR Research Worldwide. All rights reserved. Pack Home Appearance Texture Sound Aroma Individual proud valued happy reassured disgusted excited annoyed sad relaxed Product fresh premium top quality natural processed thick flavoursome sweet artificial Packaging Drivers of Choice attractive elegant modern gimmicky simple new & different bulky boring complex
17 MMR Research Worldwide. All rights reserved. Pack Home Appearance Texture Sound Aroma Individual proud valued happy reassured disgusted excited annoyed sad relaxed Product fresh premium natural processed crunchy flavoursome sweet artificial Packaging Drivers of Choice hot cold rough smooth soft hard sticky slippery simple new & different tingly complex
18 MMR Research Worldwide. All rights reserved. Pack Home Appearance Texture Sound Aroma Individual proud embarrassed reassured disgusted excited annoyed sad relaxed Product fresh premium top quality natural processed thick flavoursome artificial Packaging Drivers of Choice pleasant aggressive engaging annoying embarrassing noisy
19 MMR Research Worldwide. All rights reserved. Pack Home Appearance Texture Sound Aroma Individual relaxed reassured disgusted excited annoyed nostalgic Product fresh premium processed top quality natural flavoursome artificial plasticy Packaging pleasant disgusting engaging authentic attention-grabbing Drivers of Choice
20 MMR Research Worldwide. All rights reserved. Usability perceptual & actual Shopability openability resealability portability storability recyclability disposability stackability Drivers of Choice stand-out findability message delivery stopability recognisability Drivers of Choice Sustainability CSR and Sustainable Consumption
21 Aligning packaging with product benefits and brand equities MMR Research Worldwide. All rights reserved. 21 To measure this we need to be collecting the consumer functional and emotional conceptual data
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24 Dissonance between product and pack
25 Why is Consonance important? MMR Research Worldwide. All rights reserved. 25 CONSONANCE BRAND LOYALTY SATISFACTION REPEAT PURCHASE
26 From design What does packaging say about your product? MMR Research Worldwide. All rights reserved. 26 The pack design suggests natural and original image to most consumers matching the sensory perceptions for being plain in taste which leads to the original flavour Not sure if it s sun or potato = Natural Overall design is plain and simple = Original but too plain to some Glossy bag/material = Premium to some Glossy bag = a bit greasy for the chips Yellow Reminding of potato colour equals close to natural potato taste (not very salty/flavourful) Sensory expectation It is worth noting that classic is not coming out as strongly as original might worth changing the word to reflect this Moderately positive Very thin looking chips = very crispy To some, looking thin, suggesting the chips are not flavoursome enough / too tasteless Positive Negative
27 From design What does packaging say about your product? MMR Research Worldwide. All rights reserved. 27 This pack coveys a very strong message about being healthy snacks which fits well with the very natural potato flavour but risky being seen as not so crispy and too plain in taste to some Overall design is claim to be very simple = down to earth No plastic used for this pack = Environmental friendly Different shape of the pack = Premium Light yellow = very natural and very original Very tasteless to some not preferred Thick looking chips = chips are not very crispy Paper material / non glossy = fat-free, not at all greasy Sensory expectation Positive Negative 0% fat = product is not fried, not crispy but not greasy
28 Cross-functional collaboration is key MMR Research Worldwide. All rights reserved.
29 Tackling the front end
30 Successful packaging innovations as an outcome of consumer research
31 Rules to successful packaging innovation MMR Research Worldwide. All rights reserved Develop packaging alongside products - packaging innovation is a business tool and not a beauty contest 2 Bring consumers & shoppers into the process early getting it right the first time is vital 3 In-depth consumer & shopper research is key - liking is not enough
32 Who s MMR Research Worldwide MMR Research Worldwide. All rights reserved In the last 5 years, we have worked in more than 40 countries across all continents We have partners covering over 130 markets
33 Thank you For more information please contact Stergios Bititsios
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