Qualitative Research Blog

While many quantitative methods are utilized in package design research, sometimes we overlook the importance of the softer side of research—the qualitative techniques.

When a new package is to be designed, or an old one redesigned, the process should begin with qualitative research so that the package design work is informed by an understanding of consumer motivations, brand knowledge levels, and brand perceptions. Package usage patterns, brand-switching frequency, and brand-choice decision processes can also guide and influence package design decisions.

The Best Techniques

For packaging research, depth interviews and ethnography are the recommended qualitative techniques. Both of these methods avoid most of the bias and contamination inherent in focus groups. Depth interviews provide granularity and great detail (up to 10 times as much information per respondent, compared to a focus group). Depth interviews provide deep insight and understanding compared to the superficial information that typically comes from online surveys.

In-depth Interviews

In an in-person depth interview, the moderator can observe how the respondent reacts to, manipulates, and interacts with the proposed package and/or package designs, as well as observe body language and facial expressions. In touching and handling packages, respondents can sense texture, rigidity, and weight. These interviews are typically conducted in-person, but much of the learning can be achieved via online depth interviews (but missing the tactile and package-size dimensions). For online interviews the moderator can ship prototype packages to participants ahead of time, so that during the interview the moderator can observe the respondent evaluate and manipulate the package while on a webcam. That way the moderator can see on screen what works and what doesn’t work. The actual size of the package and design elements is precisely understood in an in-person, face-to-face interview, whereas size perceptions can be misjudged in a purely online environment.

Tricky Sampling

Sampling is a tricky issue. If you err in whom you interview, your project may be doomed to failure. Generally, if it’s an existing brand, it’s best to talk to your core users (you don’t want to lose them) and to competitive users that you hope to attract. If you have a high-share brand, it’s really important to talk to your core users; if you have a low-share brand, it may be more important to talk to prospective users. For a package design for a new product or new product category, you will want to talk to concept-acceptors primarily, with perhaps a few concept-rejecters, just to be safe.

The Alignment Meeting

The first step is the alignment meeting with the marketing team. The purpose of this meeting is to provide the moderator with the information she or he needs to design the discussion guide and plan the research.

• What is the marketing and advertising strategy for the brand?
• Which brands compete most directly with your brand?
• Why does the brand team want to change the package?
• What are the marketing and business objectives of the proposed change?
• What core elements of the current design, if any, should be retained?
• What are the risks of changing the package design? Are we likely to lose current users?
• What can be done to help the package “pop” on the store shelf or online site?

The Depth Interview

After the introductory questions that help the participant relax, the moderator would start asking questions that revolve around the product category’s usage. The questions would be designed to uncover category usage motives, specific brand perceptions, and brand-choice decision processes.

The moderator would ask the respondent to think back to recent shopping trips and to recall how he shops the category, and how he buys. Then the moderator would move to questions about the packages and packaging elements of the brands used, noting the colors, designs, claims, or images that were recalled for each package, with some emphasis on the clients’ brand (but not so much as to reveal the research’s sponsor).

The new package design would then be shown (a prototype package), along with three or four competitive packages. The line of questioning would revolve around which package designs are most eye-catching, which do the best job projecting desired product attributes, which arouse the greatest purchase interest, and so forth. The moderator would ask many probing questions, striving to understand which design elements drive consumers’ preferences and perceptions.

The last questions would involve a panel-by-panel review of the text and design elements for the new package design. The moderator would search for any places where respondent comprehension breaks down, or some type of miscommunication occurs, or vital information is missing. The moderator would explore with the respondent how to rephrase or rewrite any errant copy or omissions so that communication is absolutely clear. The moderator’s objective is to ensure that the new package design achieves the brand’s communication and design goals.

Packages and In-Store Theft

Evaluating the package design as it would appear on-shelf, or on an online site, is important. In addition to the package design, there is sometimes an outer package to minimize in-store theft. Watching as consumers navigate the outer and inner packaging can be very important to optimizing package designs for the consumer and for trade.

Additionally, many items are locked behind glass, or there is a lock on the hook preventing access. In these cases consumers cannot access the package without a manager/store employee’s help. Would the front of the package warrant the consumers taking the time to summon a manager to gain access to the package?

Multiple Package Designs

Very often, multiple new package designs are taken into qualitative exploration. The greater the number of new designs, the less time the moderator can spend on each. When the number of designs reaches five or more, the questions about shopping habits, buying motivations, and design-element recall might have to be abbreviated or eliminated. It’s best to restrict the number of designs to five or less so that all of the important topic areas can be explored adequately.

A Tall Order

Package design research is much more important now than it was 30 or 40 years ago, since store shelves are more crowded, and the vast majority of consumer packaged goods (CPG brands) now receive relatively little media advertising support. In many instances, the retail package is the bulk of the advertising campaign.

At the point of purchase, a retail package must—in just a few seconds:

• Attract the consumer’s attention
• Register the brand name
• Tell the brand’s story, convey key messages
• Evoke positive purchase interest

It’s a tall order. And it’s the reason companies need to seriously consider qualitative research in the early stages of package design or redesign.