Pack strategy and design is more important today than it has ever been. With the much debated challenges that traditional marketing faces, and the related development of shopper marketing, the role of the pack in the marketing mix has changed considerably. However, the traditional tensions between client needs, design agency philosophies and research task continue to exist.

To meet the emerging challenges, Shoppercentric and Engage Research have combined their complementary skills and thinking to develop a fresh approach to packaging research - Packaging Unwrapped.

Packaging Unwrapped is a framework for thinking about packaging. From client through design to research, combining user and shopper understanding and expertise, Packaging Unwrapped enables clients and design agencies to create more effective packaging.
  The key benefits of this approach are:
Generating the context for design creatives
Offering a flexible process with clear guidance on what type of research to use when
Ensuring both the User and Shopper needs are considered in the business decision-making process
Providing objective support for the final decision
   
  The framework itself is defined by three key phases:
Contextualising the design - involving a review of the context to the design, and the retail environments in which it must succeed. This stage can include consideration of the business need driving the design; reviewing existing data; assessing the in-store issues in terms of shopper behaviour, plus retailer approaches to the category layout
Maximising the design - in which we look to understand the role of the pack in relation to shopper/user needs; fill knowledge gaps; research design options if a number are in consideration
Finalising the design - at which point the research process reviews the lead design against User and Shopper KPIs

 

If you would like to hear more about this approach please contact:
Marie Sutton at Engage Research on: 020 8819 5532
m.sutton@engage-research.com

Or if you would like more information about Shoppercentric please visit their website.