Packaging is the key vehicle in the passage of many products from the manufactured state to the point of consumption. At the very least, it has to: contain the product physically; protect it from contamination or degradation; stand up to transportation and storage by the trade; present the product to the consumer; allow consumer transportation and storage; allow the product to be dispensed (and perhaps resealed) whenever needed; and stimulate purchase and repurchase.
Insight into our behaviour and motivation both as "sellers" and "buyers" can help us produce more effective market research. It is important in doing market research that a high level of rational behaviour be maintained - and that the goals are clearly stated in manifest terms untainted by the more subversive motivations which can undermine research undertakings. Effective - rational communication between the users of research and the suppliers of research is vital if constructive "usable" information is to be produced.