Marketing Research Happenings

Decision Insight : Best Practices for Testing Package Redesigns by Decision Insight and TABS Analytics Having extensive packaging research experience, Decision Insight analyzed a database of results from studies conducted over a three-year period in categories spanning from baby food, to sports nutrition, to hot dogs. This analysis enabled us to uncover patterns of shopper behavior and perceptions when interacting with new packages, including purchase decisions, shelf impact, product and brand equity evaluations, and aesthetic package appeal. This paper outlines best practices for testing package redesigns, including virtual shopping; shares findings about the outcomes of package redesigns; and describes how to make packaging research work for your brand.