Objective

To determine the reaction of (potential) customers to a new, modernized packaging design in terms of recognition, perception and acceptance, usability, and brand fit. The design was also compared with the packaging of competing products.

Method

We combined qualitative and quantitative methods in two countries by conducting 30-minute shopper journeys with (potential) customers in store, POS interviews with sales staff as well as quantitative POS exit interviews with customers and target customers.

Output

After tips on improving product presentation, colors, and product information had been taken into account, the new packaging design was given the go-ahead.