Problem
Since the objective of packaging is to catch a shopper’s attention and increase their purchase interest, this client sought to evaluate the best product package design among their primary customer segments of dealers, Pros, and homeowners to secure shelf space during product line reviews and increase unit sales of the product line.
The top of mind questions this client needed to answer included:
- Which packaging color is preferred?
- Which phrase best describes the product?
- What should be displayed on the front and back of the package?
- For which projects and in which use cases would the product be applied?
- How do preferences differ by customer segment?
Process
To provide these answers, the research team at The Farnsworth Group conducted a quantitative online survey among each of the dealer, contractor, and homeowner customer segments in order to provide a conclusive recommendation regarding which product package design to finalize and move into production.
The survey gave respondents the opportunity to choose the product they would pick based on
- 2 color options
- 3 phrase options
- 2 front image options
- 3 back image options
This straightforward approach enabled a clearly discernable “winner” from each of the choices, based on the choice that more respondents chose.
Outcome
As a result of this market research study, this client walked away with a definitive understanding of which product packaging color scheme was most preferred by customers.
They also had a firm understanding of which phrase to use to best describe the product among all customer types (dealers, Pros, and homeowners) and which phrase performed second best for homeowners if they wanted to have an alternative option for consumer versus Pro marketing initiatives.
The Farnsworth Group was able to inform this client about what to include and not include in package communications; specifically, according to dealers, contractors, and homeowners, instructions for how to use this particular product should be displayed on the front of the product package and that the detailed application information should appear on the back of the package.
And finally, to inform project specific marketing and advertising efforts, this packaging research study provided a definitive understanding of the top 3 projects where this product would be used.
The client is working to introduce product packaging changes based on these findings.
In the Client’s Words
“This is great! We got the feedback that we needed. I was surprised by a couple of the points, which can make all the difference in a successful launch.”
Conducting Research on Package Design
To equip your marketing, brand, channel and product teams with the information they need in order to launch new products successfully and boost sales of existing products, it’s important for them to know how to present your product best to catch shopper's attention and convey the necessary information to give them confidence in making the purchase.
That’s where custom market research into consumer behaviors and purchase drivers can help. Regardless of your company’s goals, our team at the Farnsworth Group takes the time to understand your specific needs, leveraging decades of industry knowledge and creating customized research to guide your product strategy.
