PACKAGING +PEOPLE

20+ years as a Qualitative Research Consultant

Experience includes research for products, packaging, services, marketing and advertising in many categories including CPG, pharma, medical device, real estate, financial, telecommunications and dining among others.

Intensely curious – I ask a lot of questions.

Eerily intuitive – have been accused more than once of reading minds.

Passionate about packaging, especially form and function – and if that makes me a packaging geek, so be it.

Hello!

Kaylor HildenbrandPrincipal Consultant

PARK Research Partners | PackageSPEAK

What’s

your

number? 17

TELL ME…One word YOU associate with PACKAGING.

One word you believe CONSUMERS associate

with PACKAGING.

The consumer

landscape has

changed. Economy – the way

people determine value

Technology – the

way people shop

Communication and

Influence – the way people

receive and share information

Lifestyle – the way

people live

Consumers have

changed.

GI GenerationConservative,

very accepting

Mature / SilentsAccepting, self-

sacrificing

BoomersBeginning to enjoy

some choice but

cautious

Gen XInformation

overload, less

loyal, will quietly

make another

choice

Gen Y /

MillennialsMore demanding,

sense of

entitlement, will

start a movement

Gen ZDesires full

transparency,

purpose over

brand

The consumer is the new expert on your products and packaging.

Yes, you create it but they are the marketer, the brand manager, the judge and the

jury. They no longer quietly accept what you give them.

Your success now lies in becoming the expert on your consumer.

WHY CONDUCT RESEARCH?

Why spend the money?

Why commit the time?

“We know what is best for our consumers.”

You don’t

want to be

this guy.

You don’t

want this to

be your

consumer.

“START WITH

WHAT IS RIGHT,

NOT WHAT IS

ACCEPTABLE.”

PETER DRUCKER SAID IT BEST…

Objective viewpoints

Varying perspectives

A fresh set of eyes

THERE IS A NEED

FOR

AND VALUE IN…

AND SOMETIMES THERE

ARE SIMPLY THINGS WE

JUST DON’T KNOW…

Zambia and

Tomatoes

But really, why conduct

PACKAGING research?

EXPENSE

INVESTMENT

Packaging is your hardest

working employee.P

AY

RO

LL

o Must work 24/7 – no vacation days.

o Must play nicely with machinery and transport vehicles.

o Must cooperate with merchandisers and stock clerks.

o Must protect the product at all times from pests, humidity and breakage.

o Responsible for maintaining the freshness or quality of the product.

o Must communicate clearly and stay on message as a brand ambassador.

o Responsible for attracting a lot of attention and making the sale.

o Must be attractive, well dressed and stand tall at all times, even while stored in a home.

o Must play nicely with other items in the pantry/freezer, etc.

o Must be able to fit neatly into a small space and yet not become hidden.

o Must create temptation.

o Must be simple, not complicated.

o Must be easy for “Junior” to use.

o Must be easy for “Grandpa” to use.

o Must function as expected every time.

o Must NOT be high maintenance or expensive.

o Must dispense or allow access to the product easily.

o Responsible for delivering a positive product/brand experience by making “every time, like the first

time.”

o When empty, must easily transition to discard, reuse, recycling or repurpose.

JOB DESCRIPTION

1. PACKAGING SHOULD BE

DESIGNED FOR PEOPLE, NOT

PRODUCTS.

2. PACKAGING IS THE ONE

PIECE OF BRANDING THAT HAS

THE HONOR AND THE

PRIVILEGE OF LIVING ALONG-

SIDE THE CONSUMER IN THEIR

HOME.

STANDING OUT ON

SHELF

Consumer research can help you

make sure it is for the RIGHT reasons!

BRAND COMMUNICATION

Consumer research can help you

make sure the message conveyed by the packaging is

consistent with the brand!

DOING THE WORK

For packaging behind the scenes (medical, food service, etc.),

testing with your customers helps to ensure the job

is done and done with optimal efficiency.

Primary and Secondary Research

Qualitative and Quantitative Methods

TYPES OF RESEARCH

TYPES OF RESEARCH

Primary Research

o Direct consumer

contact or interaction

Secondary Research

o Gathering information or

compiling data from

already existing sources

PRIMARY RESEARCH

Qualitative

o “How people feel”

o Fluid, evolutionary

o Small sample sizes

o Directional in nature, intended

to uncover issues and

opportunity but not measure

the depth or breadth.

Quantitative

o “How many people feel that way”

o Rigid, requires consistency

o Larger sample sizes

o Can project results to the greater

population within the market

segment. Provides answers but

sometimes not the context.

1. CONSUMER CONVERSATIONS

3. IN-HOME USE TEST

2. ETHNOGRAPHY

Small group or one-on-one discussions. Traditional settings or friend groups, opinion parties.

In-person or online. Technical definition is “observation only”. Take the opportunity to explore and

question through interactive ethnography.

Most critical for packaging to test form and function. It must be tested in the hands that will use it.

QUALITATIVE RESEARCHASK | EXPLORE | UNDERSTAND

CONSUMER

CONVERSATIONS

TALK IT OUT

Delivers rich consumer feedback,

frank commentary, opportunities to

explore and go deeper.

Group dynamics can spur insightful

debate.

Offers the opportunity to present

varied stimuli, to read respondent’s

facial and body language, invites

hands-on exploration of concepts or

prototypes.

Respondents can be influenced by

others in the group, or not

completely forthcoming (trying to

impress). A good moderator can

avert this.

Sometimes considered a “sterile”

environment, but there are

options.

Markets are often limited by costs

and logistics (typically conducted

in only 1-2 markets).

BENEFITS DRAWBACKS

INTERACTIVE ETHNOGRAPHY

BE AN INSIDER

Observation of an individual, their

actions, their surroundings and how

they interact with their environment

(conducted in the home, a store,

office, etc.)

True ethnography, by definition, is

“observation only”. More typical

today is “interactive ethnography”

which allows the researcher to ask

questions.

Newest methods include self-

directed online video immersion.

Can be costly and time

consuming. (Online platforms

offer efficiencies of time and

budget.)

WHAT IS IT?

PRIMARY DRAWBACK

PRIMARY BENEFITProvides a valuable opportunity for

observation and exploration in real

world settings and situations,

sometimes places we often don’t get

to go.

IHUT – IN HOME USE TEST

HANDS ON

Consumers are given actual

product/packaging to trial in their

homes over time. Qualitative follow-

up (a consumer conversation) is

essential in understanding their

experiences and their stories.

More stringent internal processes to place

items in home with actual food.

Costs are typically higher compared to Sight

& Handling, for example, because of a

greater commitment on the part of the

consumers, and the cost of creating a large

number of high quality prototypes to test.

WHAT IS IT?

DRAWBACKS

BENEFITSAs close to real world usage as one can get

when testing form and function.

Places the product/package in the context of

the home (or work environment), the

consumer’s lifestyle and family dynamics, and

in the competitive environment of the pantry.

Takes you beyond what is

perceived or expected

by consumers

to what is experienced.

WHOSE HANDS WILL HOLD

YOUR PACKAGING?

Always include them in

your consumer testing.

1. SURVEYS AND POLLING

3. SHELF TESTS

2. SIGHT & HANDLING

Typically simple, quick, closed-in response. Multiple cost effective online platforms available. Not

appropriate for concept testing if elements are unfamiliar. Best paired with qualitative, pre- or post.

Look, touch, evaluate and rate. Consider qualitative follow-up here as well, like an exit interview.

Mock-ups – it’s all about the pick-up. Did you get into the consideration set? In-store – track actual sales.

QUANTITATIVE / HYBRID RESEARCHASK | MEASURE

4. EYE TRACKING Must be seen to be considered. Should be paired with qualitative follow-up. Who doesn’t stop to

look at a train wreck?

NEUROSCIENCESubconscious directives and

cues (shapes, colors, smells,

sounds, etc.).

Exposure to a thing (multiple

impressions) has periphery

effects on activation,

awareness, preference –

reticular activation.

A brand is essentially a

collection of the associations in

one’s mind.

Ask, explore, and understand the

associations – then play off of them.

Create the network.

NEUROSCIENCE

NEUROSCIENCE

Too far = disconnect

Know what

associations

you own.

NEUROSCIENCE

Strong associations

can take time to

overcome. This is

what makes some

choices and

innovation

challenging.

OPPORTUNITY +

INNOVATION

Should packaging be

designed for products or for

people?

Should we be asking

consumers to design the

packaging?

PEOPLE

NO but consider collaboration

THEY DON’T KNOW WHAT

THEY ARE MISSING

Consumers often find it difficult, if not impossible, to imagine or

envision what they want or what is possible, and sometimes they

don’t even recognize a need until they are presented with an

option. It’s not their job to design the solution. Rather, that falls

to you. But it is your job, or your researcher’s job, to listen to

and interpret their stories.

The perfect packaging for _________________ (product type) would mean…

I could _____________.

My child (other) could _______________.

I would not need to ______________________.

The product would/would not_____________________.

PEOPLE PROVIDE

INSPIRATION…INDIRECTLY.CHALLENGES

ORGANIC BEHAVIORS

Look for their work-arounds. It is always easier to support what consumers are doing than try to train to a new behavior. Help them do what they want to do.

Look for their frustrations, what works and what doesn’t. What could be made easier? How can packaging elevate the experience?

THE POWER OF QUALITATIVE

RESEARCH TO UNCOVER

OPPORTUNITYUnderarms!

Legs!Glasses!

In the shower!

THE POWER OF QUALITATIVE

RESEARCH TO UNCOVER

OPPORTUNITY

Shopping continues at home. What

is what?

Intended brand

perception?

What do you want to achieve?

Where will you find your

opportunity?

The buckets are not mutually exclusive.

Green

initiatives

New usage

occasion

Functional

benefit

Cost

savingsNew

consumer

segment

STARTING WITH INTERNAL INITIATIVES

Taste

Nutrition

Convenience

Value

Variety

Fun

Affordability

Time Savings

Trading Up

Sustainability

Quality

Resourcefulness

DRIVERS OF

CONSUMER TRENDS

KEY ROLES OF PACKAGING

Opportunity exists at every step along the way.

Choice of materials

Sustainable, robust,

proper barrier, fit with

the brand

Manufacturing line

Orientation, process,

existing lines or

capital investment

Transport to stores

Weight,

palletizing,

e-commerce

Stocking the shelves

Quick and easy,

merchandising

maintenance

Shelf set

Unique identity,

facings, billboarding,

findability

Handling at shelf

Easy to grasp,

durable, one-handed

grab, quality feel

Bringing it home

Portability,

maintaining quality of

the product

Visibility in the home

Keeping brand visible,

inventory control,

creating temptation

Open/Close/Store

Who is handling it,

where does it live,

lifestyle opportunities

Delivering delight

Convenience,

“like the first time

each time”

Protection

Freshness,

breakage,

freezer burn

Discard

Reuse, repurpose,

recycle

POP QUIZ!Packaging is designed

for ___________________.

LIFESTAGE +LIFESTYLE

BOOMERS

VISION

HAND STRENGTH AND DEXERITY

MOBILITY AND BALANCE

PORTION SIZE

DESIRE TO MAINTAIN INDEPENDENCE

UNIVERSAL DESIGN

“Design for the young and you exclude the old;Design for the old and you include the young.”

Bernard Isaacs, Founding Director of the BirminghamCentre for Applied Gerontology

L I F E S T A G E

YOUNG FAMILY

SNACKS COUNT AS MEALS

NO EXTRA STEPS

HEALTHY IN A HURRY

NO WASTE

ENCOURAGE CHILD’S

INDEPENDENCE

KIDS IN THE KITCHENDear family,

Thanks for putting the empty boxes back into the

cabinet. There’s nothing like having

disappointment for breakfast.

-Mom

L I F E S T A G E

THE EASY BUTTON

CARRY HOME – weight, grasp, one-handed grab

OPEN / CLOSE – neat, easy, reclose for containment and freshness

ACCESS THE PRODUCT – get full value, how is it being used?

L I F E S T Y L E

SMALLER AND SMALLER – portioned, easier to carry

LIFE IS A HIGHWAY – designed with the car in mind

JUST SAY IT – tell consumers the intent

BETTER TOGETHER – perfect pairings

UNEXPECTED FINDS – snacking/portability for unexpected foods

MORE THAN A PRETTY FACE – let packaging provide what is needed

HERE WE GO

L I F E S T Y L E

STICK IT,

SQUEEZE IT,

PUT IT IN A

POUCH

AND IN CASE YOU HAD NOT NOTICED…

E-COMMERCE CHANGES THE GAME

JUST SHIP IT

L I F E S T Y L E

Inconsistencies on how items show on screen

Lose the opportunity to appeal to senses of touch

and feel, quality perceptions

Requires more robust packaging / little control over

distribution

Consider features for inventory control –

consumers need more lead time to restock

The channel could present an opportunity to introduce

packaging innovation, like a soft launch. Once the

consumer has received the product, they will trial it.

THE WISH LIST

LET ME

DO IT

W I S H L I S T

Interactive

Customization

Consumer takes ownership

Feels more real / wholesome

DON’T HIDE

ANYTHING

W I S H L I S T

Transparency

Showcases quality

Storytelling

Consumer feels more connected

and empowered

Feels more real / wholesome

ENGAGE

ME

W I S H L I S T

Customization

Individualization

Make it fun

Interactive

See, hear, feel

Inspiration

STYLE

POINTS

W I S H L I S T

Reflects personality

Showcases the brand, not hidden

Add another layer of engagement

Collectible / multiples

HELP ME

DO MY THING

W I S H L I S T

Simplifies

Organic behaviors

Reinforces behavior

Connection

SPEAK TO ME

ON MY TERMS

W I S H L I S T

Simplifies

Communicates at a glance

That’s for me

YOU HAD ME

AT RECLOSE

W I S H L I S T

Convenience

No Loss Of Value / Food Waste, Storage Bags

Quality Perception

Maintain Branding

Bonus – Easy Open!

KAYLOR HILDENBRAND | Principal Consultant

T 321.303.3617Kaylor@PARKresearch.comwww.PARKresearch.comwww.PackageSPEAK.com

@PackageSPEAKPackageSPEAK on Facebook

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RESEARCH

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