InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging
 

InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

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What do consumers want and need from packaging? What are their design preferences? What would build brand loyalty? How can you use packaging design to connect with them emotionally? ...

What do consumers want and need from packaging? What are their design preferences? What would build brand loyalty? How can you use packaging design to connect with them emotionally?

Experience a live focus group to see how a skilled market research moderator from SKIM, Marcel Slavenburg, can uncover valuable consumer insights. We showed how to leverage this knowledge to fuel the innovation process through idea origination and product and packaging development.

Three aspects of packaging were explored through this research: usability, appeal driving to motivation to buy, and the impact of green packaging on purchase decisions. It was an interactive and inspiring session!

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InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging Presentation Transcript

  • expect great answersRub it in: a body lotion case study aboutconsumer-insights-based packagingMandy Aristoff & Marcel Slavenburg
  • Session AgendaIntroducing Live focus From Objectives Online group insights to SKIM & Approach Board discussion actions
  • London Rotterdam New York GenevaSan Francisco Marcel Mandy
  • It’s all about consumers’ choices4
  • Case study: business objectives Designing a new packaging for a body lotion range that is… 1 3 Communicating A delight to use green brand values 2 4 Standing out Without loosing from shelf premium feel5
  • Approach: Creative Lab Online board Understanding consumer needs / wants, current usage & attitudes • Idea validation • Target understanding • Consumer language Focus group Deepen understanding of packaging cues, testing and refining first rough guidelines • Do’s and don’ts • Checklist
  • Let’s join forces! Do’s & Don’ts • A delight to use • Stand out from shelf • Green brand values • Premiumness7
  • Online Board approach • 15 body lotion users • Real-life peek • 5 days • Daily tasks • Creative, fun & engaging8
  • Like the product you would like to buy and tell me why Highlight in green which you want to keep on shelf Dislike the oneyou definitely NOT like and tell me Highlight in red which ones why! you would like to remove
  • • A delight to use • Stand out from shelf • Green brand values • Premiumness Key Insights12
  • 1 A delight to use: key insights • Pack format can influence brand choice I prefer the pump, but I and adds value, but product self is key would still buy this product if it is in a bottle, but I think purchase driver I dont if it is in a jar I love the Dove • No ‘one-size-fits-all’ winning pack packaging because format, but pump stands out most of the dispenser pump • Preference depends on where it is I prefer a tube used and how it is stored for travelling13
  • 1 A delight to use: key insights • Pack format appeal is both functional and emotional Useful pack format: • Easy to store The product counts more • Easy to use • Easy to take than the look of the • No dirty hands • Doesn’t break package. As long as the package is handy in use, I • No dirty bottle • Keeps standing up like it. • Easy to empty • Easy to grip / hold Ugly bottle: I won’t buy it14
  • • Stand out from shelf • Green brand values • Premiumness Key Insights15
  • 2 Stand out from shelf: key insights • Constant competition: not only in-store but also in the home!16
  • 2 Stand out from shelf: key insights • Premium and price buyers are often the same people, constantly trading up and down17
  • 2 Stand out from shelf: key insights 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 2718
  • 2 Stand out from shelf: key insights 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 2719
  • 2 What makes you stand out from shelf?20
  • 2 What makes you stand out from shelf? Colour (green silver purple red) Not easy to use Brand (Rituals) Cheap Format (easy to use, pump) Dark Shape Oily Visuals (flowers, coconut) Old-fashioned Simple Fresh Luxurious Feminine Medicine Benefit-focus: moisturizes / hydrates + Masculine RtBs: special, targeted, natural, ingredients Too much (text) going on21
  • • Green brand values • Premiumness Key Insights22
  • 3 Green pack cues: key insights • Green matters to target, but beauty not top-of-mind Energy saving Re-using Recycling Transport Food choices23
  • 3 Green pack cues: key insights • Learn from green consumer behaviour Energy saving Re-using Recycling Transport Food choices Use of green fill it up in-store Bring it back Local ingredients / Use ‘biological’ and production methods to store / greener ‘organic’ recyclable transportation materials methods24
  • 3 Green pack cues: key insights • Learn from iconic brands: it’s all about naturalness Be durable25
  • 3 Green pack cues: key insights • Make green shopping easier by using green pack cues I wish I could live more eco-friendly, but I don’t know what to pay attention to with packaging26
  • • Premiumness Key Insights27
  • 4 Premium cues: key insights • Premium packaging motivates to buy, simple and clean design works best I prefer the It should look nice packaging from Rituals, Kruidvat looks cheap on the shelf I want the bottle to look fancy I would buy this, it looks like expensive quality28
  • So, how to communicate green & premium and stand out on the shelf? • 5 body lotion users from Online Board • 6 body lotion users from Online Board • 1 hour • 1 hour focus group • Goal: digging deeper • Delightful packaging ….. • Stand out from shelf • Flow overview • Green & premium cues • Concept design & collage29
  • 30
  • From Insights to actions Do’s & Don’ts • A delight to use • Stand out from shelf • Green brand values • Premiumness31
  • Next steps Concept design & testing To the drawing Test target appeal board and market potential to develop using Virtualconsumer-insights- Shopping Trips with based packaging Choice Based Conjoint32
  • Thank you!For participating now and for doing the survey
  • contact us or follow us online!Mandy Aristoff | Senior Consumer Researcherm.aristoff@skimgroup.com | 00 31 10 282 3569Marcel Slavenburg | Qualitative Researcherm.slavenburg@skimgroup.com | 00 31 10 282 3569