7th Sense

An idea can turn
to dust or magic, depending on the talent that rubs against it.

– William Bernbach,
advertising executive

7S PACKAGING RESEARCH TOOLSET:

PRE-PACKAGING DESIGN
CONSUMER MINING

Understanding how target consumers process visual information and their overall preferences.

For this stage of research, an ethnographic approach is usually undertaken, and involves talking to and observing consumers in context of their actual lives – usually their homes and/or social and work settings.

7S ELEMENTAL VISUAL EXPLORATION

In this stage of the research, we deconstruct and reconstruct key package elements such as logo, pictures and textual elements.

By focusing on key elements we can identify how they are potentially helping or undermining the connection to consumers.

This stage can be approached qualitatively (usually 1-on-1’s, dyads, triads, or mini-groups) or by utilizing a 'quali-quant' approach.

Both approaches involve isolating key visual and textual elements and then having respondents react to them.

7S PACKAGING ALTERNATIVE EVALUATION

Frequently, companies are faced with obtaining data to aid in the selection of packaging alternatives.

Two primary approaches to this type of research are qualitative-only and a quali-quant.

For more information, please call Glen Voycey at 310-977-1313.