Research Methods for Product Packaging Design
Market research plays a critical role in the development of a company’s business and marketing strategy. It can provide invaluable information regarding current market trends, as well as the unique wants and needs of a business’s individual consumer base. Market research can be beneficial in many different facets of business, including the design of products and product packaging. Market research allows companies a more complete understanding of consumer desires and the effect that specific product packaging has on purchasing patterns and preferences. There are many different means for gathering this data, each with its own set of advantages. This guide to some of the most common research methods for product packaging design will help you choose the means that best suit your business.
Surveys are one of the most popular research methods for product packaging design due to the fact that they are rather cost-effective and easy to execute. Companies with access to the emails of loyal customers can send out free surveys with the simple click of a button. Surveys are also popular because they can yield highly valuable qualitative data that can help steer a company’s business and marketing strategies. Surveys are a good means of collecting data that pertains to key characteristics of your company’s target demographic, including age, race, and gender. Knowing these characteristics will allow you to tailor your marketing strategy more closely to the desires of consumers within a certain demographic. Surveys can be highly useful in terms of product packaging design, as they allow consumers to share their responses anonymously. Consumers are more likely to provide their honest opinions when responses are anonymous and you will receive more accurate results overall. You can also design surveys to include photos of potential packaging designs as well as questions that allow a bit more variability. Consider including Likert scale or open-ended questions to add more depth to your survey responses.
Focus groups are a very popular method of research for many companies but are particularly common when it comes to the debut of a new product or packaging design. Unlike surveys, focus groups allow for more personal and in-depth conversations regarding consumer opinions and feedback. Though they’re not anonymous like surveys, focus groups do still yield accurate and honest responses. This is due to the fact that participants speak face-to-face with fellow participants and company representatives, which allows them to form a more personable and trusting relationship in which they feel comfortable sharing their true feelings. Focus groups are the perfect time to debut new products and packaging designs. This scenario allows the participants to properly view and interact with the product at hand so they can make more informed decisions. In this setting, it can also be beneficial to provide participants two different iterations of the same product and allowing them to choose their favorite. For instance, presenting participants with two iterations of the same product, one in clear plastic box packaging and one in opaque packaging, will allow you to see which design consumers gravitate more toward. Encourage participants to weigh the advantages and disadvantages of each option out loud, as this will provide you deeper insight into the decision-making process of consumers.
Once you complete your market research and have a more concrete idea of how you’d like your product packaging to look, enlist the services of Printex Transparent Packaging. Our team of skilled professionals can help you create a product packaging design that matches the wants and needs of your target audience exactly.