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Research papers

Design Research: A Much Underrated and Needed Discipline

When executed on packaging, design is also the last asset to be noticed, seen and engaged with before a brand or product is acquired. Not only does it constitute the last mile of exposure, but also the most valuable, owned and always-on asset a brand...

Catalogue: Asia Pacific 2023 - Innovation
Author: Oualidcharaf Eddine Benchama
Company: The Coca-Cola Company
November 22, 2023

Research papers

General Rules for Packaging Design and Evaluation

When we think about product packaging, many different dimensions of a business come to mind: ergonomics and usability, regulations, production, sustainability, material science, brand positioning, design, trade marketing and product experience. 

Catalogue: Forecast. Forward. Faster
Authors: Alejandro Salgado-Montejo, David van der Woude, Paula Ximena Triana, Maria Alejandra Medoza
Company: Atrianna
February 28, 2023

Research papers

Research papers

Augmented reality

Just as marketing and advertising have made augmented reality a tool to enrich the consumer experience with brands, it must also become allied for marketing research, especially in online studies.

Catalogue: Latin America 2020 - Insights Festival
Authors: Cristina Leo, Francisco Calixto
Companies: Synapsis, PepsiCo
October 19, 2020

Research papers

Harnessing the power of voice

Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Saurin Shah, Roland Leung, Geeta R. Lobo
Company: GfK
May 9, 2017

Research papers

Reliability and predictive validity in consumer neuroscience

Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share extensive findings that directly address these...

Catalogue: Congress 2015: Revelations
Author: Michael E. Smith
Company: Nielsen
October 1, 2015

Research papers

Growth in global consumer markets

This paper describes an approach that can be used to create a global growth strategy for consumer packaged goods. The approach uses clustering methods and regression methods to guide the strategic choices of which markets to enter, and when to enter.

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Author: Jeffrey Hunter
March 26, 2012

Research papers

Getting into the real world of the shopper

Rogil's innovative Sens-Pack model combines eye tracking with verbal quantitative and qualitative research techniques which enables the prediction of the success of your packaging or category management. In this paper we will prove that the added...

Catalogue: Insights 2011: A New World Order In Shopper Marketing
Authors: Wim Hamaekers, Ludovic Depoortere
March 1, 2011

Research papers

Shopper sentiments and the environment

Our research investigates and compares the environmental attitudes of shoppers across global markets. To this end, our paper ascertains the extent to which there are similarities or differences between country specific shopper perceptions toward...

Catalogue: Retail and Shopper 2009: The Voice Of The Shopper
Authors: Vincenzo Ciummo, Scott Young
Company: Perception Research Services International
March 4, 2009