When you have the Thunbergs of the world to the Trumps, and many in between, how do you find a common ground for sustainability to win?
When you have the Thunbergs of the world to the Trumps, and many in between, how do you find a common ground for sustainability to win?
Now we know people make decisions using fast, intuitive System 1 thinking, how can we change research to reflect these decisions? Technology permits us to observe behaviour more easily but how does research test new-to-market products while staying true to System 1? BrainJuicer, serial innovators in this area, explore how to use System 1 to predict and not simply observe behaviour using pack testing as an example.
Packaging is a major component in the marketing mix of any brand. It is at least as important as the other components which we take care to get right: advertising, pricing and product formulation. If these others benefit from research, so must packaging. The research which is relevant to packaging arises from the job which packaging has to do for the brand or product. There are two main functions for a pack: 1. The structural function and 2. The visual function. The purpose of packaging research is to check how well current packaging, or potential new or revised packaging designs, fulfil these functions, and to give guidance for their selection or improvement.
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.