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expect great answers Rub it in: a body lotion case study about consumer-insights-based packaging Mandy Aristoff & Marcel Slavenburg

InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

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What do consumers want and need from packaging? What are their design preferences? What would build brand loyalty? How can you use packaging design to connect with them emotionally? Experience a live focus group to see how a skilled market research moderator from SKIM, Marcel Slavenburg, can uncover valuable consumer insights. We showed how to leverage this knowledge to fuel the innovation process through idea origination and product and packaging development. Three aspects of packaging were explored through this research: usability, appeal driving to motivation to buy, and the impact of green packaging on purchase decisions. It was an interactive and inspiring session!

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Page 1: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

expect great answers

Rub it in: a body lotion case study about consumer-insights-based packaging

Mandy Aristoff & Marcel Slavenburg

Page 2: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Introducing

SKIM

Session Agenda

Objectives

& Approach

Online

Board

Live focus

group

discussion

From

insights to

actions

Page 3: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

San Francisco New York

London

Geneva

Rotterdam

Marcel Mandy

Page 4: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

4

It’s all about consumers’ choices

Page 5: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Case study: business objectives

Designing a new packaging for a body lotion range that is…

A delight to use

Standing out

from shelf

Communicating

green brand

values

Without loosing

premium feel

1

2

3

4

5

Page 6: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Online board Understanding consumer needs / wants,

current usage & attitudes

• Idea validation

• Target understanding

• Consumer language

Focus group Deepen understanding of packaging cues,

testing and refining first rough guidelines

• Do’s and don’ts

• Checklist

Approach: Creative Lab

Page 7: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Let’s join forces!

7

• A delight to use

• Premiumness

• Stand out from shelf

• Green brand values

Do’s Don’ts &

Page 8: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Online Board approach

8

• 15 body lotion users

• Real-life peek

• 5 days

• Daily tasks

• Creative, fun &

engaging

Page 9: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging
Page 10: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Like the product you would like

to buy and tell me why

Dislike the one

you definitely NOT

like and tell me

why!

Highlight in green which

you want to keep on shelf

Highlight in red which ones

you would like to remove

Page 11: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging
Page 12: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

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Key Insights

• A delight to use

• Premiumness

• Stand out from shelf

• Green brand values

Page 13: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

A delight to use: key insights

13

• No ‘one-size-fits-all’ winning pack

format, but pump stands out most

1

I prefer the pump, but I

would still buy this product

if it is in a bottle, but I think

I don't if it is in a jar

I love the Dove

packaging because

of the dispenser

pump

I prefer a tube

for travelling

• Preference depends on where it is

used and how it is stored

• Pack format can influence brand choice

and adds value, but product self is key

purchase driver

Page 14: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

A delight to use: key insights

14

• Pack format appeal is both functional and emotional

1

Ugly bottle: I

won’t buy it

Useful pack format:

• Easy to use

• No dirty hands

• No dirty bottle

• Easy to empty

• Easy to store

• Easy to take

• Doesn’t break

• Keeps standing up

• Easy to grip / hold

The product counts more

than the look of the

package. As long as the

package is handy in use, I

like it.

Page 15: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

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Key Insights

• Premiumness

• Stand out from shelf

• Green brand values

Page 16: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Stand out from shelf: key insights

16

2

• Constant competition: not only in-store but also in the home!

Page 17: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Stand out from shelf: key insights

17

• Premium and price buyers are often the same people, constantly trading

up and down

2

Page 18: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

1 2 3 5 6 7 8 9

10 11 12 13 14 15 16 17 18

19 20 21 22 23 24 25 26 27

4

Stand out from shelf: key insights

18

2

Page 19: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

1 2 3 5 6 7 8 9

10 11 12 13 14 15 16 17 18

19 20 21 22 23 24 25 26 27

4

Stand out from shelf: key insights

19

2

Page 20: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

What makes you stand out from shelf?

20

2

Page 21: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

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2

Colour (green silver purple red)

Brand (Rituals)

Format (easy to use, pump)

Shape

Visuals (flowers, coconut)

Simple Fresh Luxurious Feminine

Benefit-focus: moisturizes / hydrates +

RtBs: special, targeted, natural, ingredients

Not easy to use

Cheap

Dark

Oily

Old-fashioned

Medicine

Masculine

Too much (text) going on

What makes you stand out from shelf?

Page 22: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

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Key Insights

• Premiumness

• Green brand values

Page 23: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Green pack cues: key insights

23

Food choices Recycling Transport Energy saving Re-using

3

• Green matters to target, but beauty not top-of-mind

Page 24: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Green pack cues: key insights

24

Food choices Energy saving

3

• Learn from green consumer behaviour

fill it up in-store Bring it back

to store /

recyclable

materials

Local ingredients /

greener

transportation

methods

Use of green

production methods

Use ‘biological’ and

‘organic’

Recycling Transport Re-using

Page 25: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Green pack cues: key insights

25

3

• Learn from iconic brands: it’s all about naturalness

Be durable

Page 26: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Green pack cues: key insights

26

3

• Make green shopping easier by using green pack cues

I wish I could live

more eco-friendly,

but I don’t know what

to pay attention to

with packaging

Page 27: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

27

Key Insights

• Premiumness

Page 28: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Premium cues: key insights

28

4

I would buy this, it looks

like expensive quality

• Premium packaging motivates to buy, simple and clean

design works best I prefer the

packaging from Rituals,

Kruidvat looks cheap It should look nice

on the shelf

I want the bottle

to look fancy

Page 29: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

29

• 5 body lotion users

from Online Board

• 1 hour

• Goal: digging deeper

…..

• Flow overview

So, how to communicate green & premium and stand out on the shelf?

• 6 body lotion users from Online Board

• 1 hour focus group

• Delightful packaging

• Stand out from shelf

• Green & premium cues

• Concept design & collage

Page 30: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

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Page 31: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

From Insights to actions

31

• A delight to use

• Premiumness

• Stand out from shelf

• Green brand values

Do’s Don’ts &

Page 32: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Next steps

32

To the drawing

board

to develop

consumer-insights-

based packaging

Test target appeal

and market potential

using Virtual

Shopping Trips with

Choice Based

Conjoint

Concept design & testing

Page 33: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

Thank you! For participating now and for doing the survey

Page 34: InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

contact us or follow us online!

Mandy Aristoff | Senior Consumer Researcher

[email protected] | 00 31 10 282 3569

Marcel Slavenburg | Qualitative Researcher

[email protected] | 00 31 10 282 3569