Talk to your customers - consumer panel and live focus group

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What do consumers want and need from packaging? What are their design preferences? What are their motivations and 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. Learn how to leverage this knowledge to fuel the innovation process through idea origination and product and packaging development.

Three aspects of packaging will be explored through this research: usability, appeal driving to motivation to buy, and the impact of green packaging on purchase decisions. Be prepared for an interactive and inspiring session!

Facilitators: Mandy Aristoff, SKIM Senior Project Manager, Consumer Research & Marcel Slavenburg, SKIM Director, Fieldwork & Healthcare, NL - SKIM

Published in: Health & Medicine
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Talk to your customers - consumer panel and live focus group

  1. 1. expect great answersRub it in: a body lotion case study aboutconsumer-insights-based packagingMandy Aristoff & Marcel Slavenburg
  2. 2. Session AgendaIntroducing Live focus From Objectives Online group insights to SKIM & Approach Board discussion actions
  3. 3. London Rotterdam New York GenevaSan Francisco Marcel Mandy
  4. 4. It’s all about consumers’ choices4
  5. 5. 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
  6. 6. Let’s join forces! Do’s & Don’ts • A delight to use • Stand out from shelf • Green brand values • Premiumness6
  7. 7. Approach: Creative Lab Online board Understanding consumer needs / wants, current usage & attitudes • Idea validation • Target understanding • Consumer language Concept Development Workshop Focus group Deepen understanding of packaging cues, testing and refining first rough guidelines • Do’s and don’ts Concept Refinement • Checklist Workshop
  8. 8. Online Board approach • 15 body lotion users • Real-life peek • 5 days • Daily tasks • Multi-media • Creative, fun & engaging8
  9. 9. 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
  10. 10. 1 Pack format: key insights I prefer the pump, but I • Pack format can influence brand choice would still buy this product if it is in a bottle, but I think and adds value, but product self is key I dont if it is in a jar purchase driver I love the Dove • No ‘one-size-fits-all’ winning pack packaging because of the dispenser format, but pump stands out most pump • Preference depends on where it is I prefer a tube used and how it is stored for travelling12
  11. 11. 1 Pack format: key insights • Pack format appeal is both functional and emotional The product counts more than the look of the Useful pack format: • Easy to store package. As long as the • Easy to use • Easy to take package is handy in use, I • No dirty hands • Doesn’t break like it. • No dirty bottle • Keeps standing up • Easy to empty • Easy to grip / hold Ugly bottle: I won’t buy it13
  12. 12. 2 Standing out from shelf: key insights • Constant competition: not only in-store but also in the home!14
  13. 13. 2 Standing out from shelf: key insights • Premium and price buyers are often the same people, constantly trading up and down15
  14. 14. 2 Standing 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 2716
  15. 15. 2 Standing 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 2717
  16. 16. 2 What makes you stand out from shelf?18
  17. 17. 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 on19
  18. 18. 3 Green pack cues: key insights • Green matters to target, but packaging not top-of-mind Energy saving Re-using Recycling Transport Food choices20
  19. 19. 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 methods21
  20. 20. 3 Green pack cues: key insights • Learn from iconic brands: it’s all about naturalness Be durable22
  21. 21. 3 Green pack cues: key insights • Make green shopping easier: use green packaging cues I wish I could live more eco- friendly, but I don’t know what to pay attention to with packaging23
  22. 22. 4 Premium cues: key insights • Premium packaging motivates to buy. Simplicity & cleanliness are preferred. I prefer the packaging It should look from Rituals, Kruidvat looks cheap nice on the shelf I want the bottle to look fancy I would buy It looks this, it looks like classy and expensive clean quality24
  23. 23. 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 & collage25
  24. 24. 26
  25. 25. From Insights to actions Do’s & Don’ts • A delight to use • Stand out from shelf • Green brand values • Premiumness27
  26. 26. 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 Conjoint28
  27. 27. Thank you!For participating now and for doing the survey
  28. 28. 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

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