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!

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

2. Session Agenda
Introducing Live focus From
Objectives Online
group insights to
SKIM & Approach Board
discussion actions

3. London
Rotterdam
New York Geneva
San Francisco
Marcel Mandy

4. It’s all about consumers’ choices
4

5. Case study: business objectives
Designing a new packaging for a body lotion range that is…
1 3
Communicating
A delight to use
green brand
values
2 4
Standing out Without loosing
from shelf premium feel
5

6. Approach: Creative Lab
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

7. Let’s join forces!
Do’s & Don’ts
• A delight to use
• Stand out from shelf
• Green brand values
• Premiumness
7

8. Online Board approach
• 15 body lotion users
• Real-life peek
• 5 days
• Daily tasks
• Creative, fun &
engaging
8

10. Like the product you would like
to buy and tell me why
Highlight in green which
you want to keep on shelf
Dislike the one
you definitely NOT
like and tell me Highlight in red which ones
why! you would like to remove

12. • A delight to use
• Stand out from shelf
• Green brand values
• Premiumness
Key Insights
12

13. 1 A delight to use: key insights
• Pack format can influence brand choice I prefer the pump, but I
and adds value, but product self is key would still buy this product
if it is in a bottle, but I think
purchase driver I don't if it is in a jar
I love the Dove
• No ‘one-size-fits-all’ winning pack packaging because
format, but pump stands out most of the dispenser
pump
• Preference depends on where it is I prefer a tube
used and how it is stored for travelling
13

14. 1 A delight to use: key insights
• Pack format appeal is both functional and emotional
Useful pack format: • Easy to store The product counts more
• Easy to use • Easy to take than the look of the
• No dirty hands • Doesn’t break package. As long as the
package is handy in use, I
• No dirty bottle • Keeps standing up
like it.
• Easy to empty • Easy to grip / hold
Ugly bottle: I
won’t buy it
14

15. • Stand out from shelf
• Green brand values
• Premiumness
Key Insights
15

16. 2 Stand out from shelf: key insights
• Constant competition: not only in-store but also in the home!
16

17. 2 Stand out from shelf: key insights
• Premium and price buyers are often the same people, constantly trading
up and down
17

18. 2 Stand out from shelf: key insights
1 2 3 4 5 6 7 8 9
10 11 12 13 14 15 16 17 18
19 20 21 22 23 24 25 26 27
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19. 2 Stand out from shelf: key insights
1 2 3 4 5 6 7 8 9
10 11 12 13 14 15 16 17 18
19 20 21 22 23 24 25 26 27
19

20. 2 What makes you stand out from shelf?
20

21. 2 What makes you stand out from shelf?
Colour (green silver purple red) Not easy to use
Brand (Rituals) Cheap
Format (easy to use, pump) Dark
Shape Oily
Visuals (flowers, coconut) Old-fashioned
Simple Fresh Luxurious Feminine Medicine
Benefit-focus: moisturizes / hydrates + Masculine
RtBs: special, targeted, natural, ingredients Too much (text) going on
21

22. • Green brand values
• Premiumness
Key Insights
22

23. 3 Green pack cues: key insights
• Green matters to target, but beauty not top-of-mind
Energy saving Re-using Recycling Transport Food choices
23

24. 3 Green pack cues: key insights
• Learn from green consumer behaviour
Energy saving Re-using Recycling Transport Food choices
Use of green fill it up in-store Bring it back Local ingredients / Use ‘biological’ and
production methods to store / greener ‘organic’
recyclable transportation
materials methods
24

25. 3 Green pack cues: key insights
• Learn from iconic brands: it’s all about naturalness
Be durable
25

26. 3 Green pack cues: key insights
• 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
26

27. • Premiumness
Key Insights
27

28. 4 Premium cues: key insights
• Premium packaging motivates to buy, simple and clean
design works best
I prefer the
It should look nice packaging from Rituals,
Kruidvat looks cheap
on the shelf
I want the bottle
to look fancy
I would buy this, it looks
like expensive quality
28

29. So, how to communicate green & premium
and stand out on the shelf?
• 5 body lotion users
from Online Board
• 6 body lotion users from Online Board
• 1 hour
• 1 hour focus group
• Goal: digging deeper
• Delightful packaging
…..
• Stand out from shelf
• Flow overview
• Green & premium cues
• Concept design & collage
29

30. 30

31. From Insights to actions
Do’s & Don’ts
• A delight to use
• Stand out from shelf
• Green brand values
• Premiumness
31

32. Next steps
Concept design & testing
To the drawing Test target appeal
board and market potential
to develop using Virtual
consumer-insights- Shopping Trips with
based packaging Choice Based
Conjoint
32

33. Thank you!
For participating now and for doing the survey

34. contact us or follow us online!
Mandy Aristoff | Senior Consumer Researcher
m.aristoff@skimgroup.com | 00 31 10 282 3569
Marcel Slavenburg | Qualitative Researcher
m.slavenburg@skimgroup.com | 00 31 10 282 3569