SAM-PPL undertook a consumer study to evaluate packaging performance for a baby product.

Approach

Two target groups (users and non-users of the category) were pre-recruited to attend an interview.

Individual private respondent stations were set up in large central location venues.

Each station consisted of a life-sized shelf display of the product category, as well as a variety of prototype packs for the respondent to interact with.

Data collection was computer-assisted and interviewer-led – interviewers recorded the participants responses directly into laptops using mobile WiFi technology and Live Links.

Outcome

The client gained extensive feedback on the performance of the new pack design in terms of shelf standout, brand and category fit, as well as design functionality.