Reviewing your packaging is a key element within your overall market research strategy. In order to achieve growth, any factors that influence sales and the perception of your brand need to be carefully assessed, and packaging certainly fits into this category. Despite the rise of digital media and advertising methods, physical packaging remains one of the most powerful tools you can control which influences a potential buyer’s decision.
You might think that your product looks appealing, but is this view shared by your target audience? Different groups of consumers react to visuals in different ways and are attracted to different colour schemes and styles. Qualitative research can help you to get a better understanding of what resonates with your audience, and what doesn’t.
What’s more, investing in packaging research can help you to position your products at the right price point, in line with how premium it is perceived to be. We’ve previously carried out research projects to determine a ‘good’, ‘better’ and ‘best’ line of products – testing to see if consumers could determine which product belonged to which line based on its packaging. It’s important that your packaging conveys where your product sits within the marketplace.