Evaluating Package Design

THERE IS NO DOUBT THAT qualitative research has significant value in today’s market. It is a key component for marketers to identify their “big idea” with consumers and expose package design in a measurable format. If performed properly, qualitative learning can be used to show many consumer goods companies who their consumers are, what they like, and what they expect in a product or from a brand.

This dialogue between marketers and consumers is useful in many cases to gain insight into consumer lifestyles and expectations. Research in general sets out to prove a specific hypothesis of value to the clients paying for the information, so it should be important for clients to be able to use this gathered information and see what can be extracted to best connect with their consumers. The issue is not necessarily which research formats are used for package design evaluation, but how much marketers hang their hats on the research results and what constitutes relevant information. This process of reviewing information is when teamwork between researchers, marketers, and the package design professional becomes beneficial for a successful launch.

Staying focused is a team effort

Staying focused may be the hardest part of any research (especially qualitative research in regards to package design), since it is quite easy to lose sight of the ultimate goal objective given the subjective nature of the format. Therefore, prior to any package design evaluation, marketers, researcher and package design professional should work as a team to gather and identify the key strategic areas to address such as branding, communication, design, color, and-especially-relevant lifestyle and environmental settings.

Outlining these expectations should help set the criteria with a clear vision of the research goals. It is also vital to know how to keep the consumers focused by addressing specific needs—whether it is to explore design differences or emotional connections. This guideline will help both the marketer and the designer to focus on what is relevant and what is not when the information is presented. Still, there may be occasions where clients will need to have several alternate approaches ready to acquire the information in case one fails, but even then there should be defined objectives before the start of any research.

Using these guidelines as a checklist for the qualitative results can also help maintain focus during the final steps and can be used to ask questions such as: Did the designs communicate and translate the main message graphically? Did the designs help the consumer understand what the brand represents and how it will perform? Was the information presented confusing to the consumer?

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Matching these types of questions with the consumer responses will help identify the strengths and weaknesses of the package designs tested and allow the consumer feedback to be applied onto the final package and product. Teamwork also allows marketers and package design professionals to evaluate the designs before and after each session by being on hand to discuss if the new package shown to consumers communicates a more convincing identity or if more probing is necessary to fine-tune the research.

In light of consumer reactions to a recent orange juice category packaging redesign, one might wonder if there was such team interaction or if so, at what juncture did the marketer, researcher, and design teams separate. Keeping focused at the time of research will create a defined path for evaluation-and ultimately provide for accurate results.

McCain Foods: Listening to consumers

In the case of McCain Foods USA frozen potatoes line redesign, the qualitative research precisely demonstrated the guidelines above and how a solid research model can lead to successful results. The qualitative research was led by Product Initiatives’ Graham Denton, who agrees that following through with a guiding principal is the key to accurate results. Denton also adds that during any research session, clients should recognize the importance of listening to the consumers more often than questioning them.

To be sure, too often the “direct questioning” may actually become “prompts” that can skew results. For example, asking consumers if they like a specific color on a package design shown versus waiting for the instant reaction from the consumer when they see the designs. This causes the consumer to notice the color and may choose the specific design based on that recognition.

Instead, it is best to create an environment for “indirect questioning” and give the consumer a chance to speak out first before reacting to the prompt or question. Literal translations of consumer response have too often been the culprit for misguided results. Even within the proper research context, these specific and subjective comments should be disregarded. Improper questioning can open up opportunities where qualitative research becomes a “design by committee” effect, such as when consumers draw what they would “like” to see on a package.

Focus, listening, and teamwork are the guiding principles behind the McCain Foods USA story. McCain Foods requested package concepts to test its current and new consumers’ recognition of the McCain brand and the product line representation. Throughout the process, McCain Foods marketing team, Graham Denton, and John Waski Design llc worked as a team to engage in consumer responses during the qualitative research.

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The process helped McCain Foods identify and execute key findings, which were found to be the strength of the brand’s color, premium presence, flavor profiles, and the “shop by cut” offering for each product. This information from the consumer enabled John Waski Design to design a product line strategically that resulted in a tier system under the McCain umbrella brand. Each tier now has the flexibility to allow for new entries without fragmenting the overall brand. The McCain brand is now a strong competitor in the US frozen potato segment, due to the research and teamwork of all involved.

Norma Kwan-Waski is the managing partner of John Waski Design llc, a strategic brand identity and packaging design firm, specializing in innovative design solutions.