Consumer insights for packaging redesign

Background: A German manufacturer of writing goods wanted to redesign current packaging. The client was interested in finding relevant consumer demands in regards to packaging for writing goods. In particular, focus was on finding out what consumers value when selecting, judging or using packaging, what factors play a role in recognition and decision making, and what functionalities of packaging are most important to consumers.

Project timeline: 2 months

Approach:

A mind map helped outline potential topics of interest before commencing research. Mind maps are checked and discussed with the client during a kick off call in order to ensure that all aspects of the topic were covered in order to guide the search. The mind map was then continually used during data collection in order to attempt to gather as much data as possible on as many aspects related to the product as possible.

An online ethnography was conducted in order to passively and qualitatively examine how users spoke about the current packaging solution, both from the brand of interest and from competitors. Well-liked aspects of the packaging solution were identified, along with pain points that could be improved. Example of consumer solutions and workarounds were also found and included to guide product improvements.

Personas were created in order to examine how the current solution suited different groups of users, and to identify gaps where the current solution failed to cater to some target groups. These insights were used to ideate which other solutions could suit the needs of certain target groups.

Role: I was project lead, leading the project team and handling all communication with the client.  I brainstormed visualizations and briefed the designer to create visuals to capture the insight photos. Along with the team, I presented findings to members of the management board and the CEO and discussed future design directions based on the research. 

Please note that the images above are demonstrative of visualizations, and do not reflect data collected.