Packaging Research – Ten Steps to Actionable Insights

  1. Don’t rush the research process – the stakes are high and the risks too great.
  2. Set clear benchmarks for success – and stick to them irrespective of the results.
  3. New packaging cannot ‘win’ on every metrics – it is important to assess performance on the core objectives outlined in the design brief.
  4. Include the current packaging as a benchmark – this will provide clear direction on the implications of a change and the potential for success of the new design. Continue reading