Hybrid Quantitative & Qualitative Approach Allows CPG Manufacturer to Land on New Packaging Design

CHALLENGE

Our client, a large CPG manufacturing company, came to IIM hoping to discover the most effective packaging design for one of its new, all-natural products.

Client Objectives

  • To launch a package design that communicates the new product’s unique, all-natural benefit in a way that resonates with consumers.
  • To determine the optimal size for the packaging.
  • To identify the most appealing package design to consumers.

SOLUTION

Our Customized Approach

IIM used electronic in-person data collection to record and review consumers’ opinions of different packaging designs and ultimately identify the top concepts. Next, we leveraged our quantitative findings to selected participants from the same group of consumers on the same day for qualitative, in-person focus groups. These groups provided us with a better understanding of consumer’s perceptions of the top concepts.

 

Thanks to our approach, we were able to:

  • Shave 3 weeks off our client’s project timeline
  • Successfully identify the most compelling design and package size
  • Discover and convey the importance of leveraging imagery to link key emotional benefits to the client’s product

RESULT

Thanks to our approach, we were able to:

  • Shave 3 weeks off our client’s project timeline
  • Successfully identify the most compelling design and package size
  • Discover and convey the importance of leveraging imagery to link key emotional benefits to the client’s product

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