What do consumers want and need from packaging? What are their design preferences? What are their motivations and 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. Learn how to leverage this knowledge to fuel the innovation process through idea origination and product and packaging development. Three aspects of packaging will be explored through this research: usability, appeal driving to motivation to buy, and the impact of green packaging on purchase decisions. Be prepared for an interactive and inspiring session! Facilitators: Mandy Aristoff, SKIM Senior Project Manager, Consumer Research & Marcel Slavenburg, SKIM Director, Fieldwork & Healthcare, NL - SKIM

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. 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. Let’s join forces!
Do’s & Don’ts
• A delight to use
• Stand out from shelf
• Green brand values
• Premiumness
6

7. Approach: Creative Lab
Online board
Understanding consumer needs /
wants, current usage & attitudes
• Idea validation
• Target understanding
• Consumer language Concept Development
Workshop
Focus group
Deepen understanding of packaging
cues, testing and refining first rough guidelines
• Do’s and don’ts Concept Refinement
• Checklist
Workshop

8. Online Board approach
• 15 body lotion users
• Real-life peek
• 5 days
• Daily tasks
• Multi-media
• 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. 1 Pack format: key insights
I prefer the pump, but I
• Pack format can influence brand choice would still buy this product
if it is in a bottle, but I think
and adds value, but product self is key I don't if it is in a jar
purchase driver
I love the Dove
• No ‘one-size-fits-all’ winning pack packaging because
of the dispenser
format, but pump stands out most pump
• Preference depends on where it is I prefer a tube
used and how it is stored for travelling
12

13. 1 Pack format: key insights
• Pack format appeal is both functional and emotional
The product counts more
than the look of the
Useful pack format: • Easy to store package. As long as the
• Easy to use • Easy to take package is handy in use, I
• No dirty hands • Doesn’t break like it.
• No dirty bottle • Keeps standing up
• Easy to empty • Easy to grip / hold
Ugly bottle: I
won’t buy it
13

14. 2 Standing out from shelf: key insights
• Constant competition: not only in-store but also in the home!
14

15. 2 Standing out from shelf: key insights
• Premium and price buyers are often the same people, constantly trading
up and down
15

16. 2 Standing 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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17. 2 Standing 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
17

18. 2 What makes you stand out from shelf?
18

19. 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
19

20. 3 Green pack cues: key insights
• Green matters to target, but packaging not top-of-mind
Energy saving Re-using Recycling Transport Food choices
20

21. 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
21

22. 3 Green pack cues: key insights
• Learn from iconic brands: it’s all about naturalness
Be durable
22

23. 3 Green pack cues: key insights
• Make green shopping easier: use green packaging cues
I wish I could live
more eco-
friendly, but I don’t
know what to pay
attention to with
packaging
23

24. 4 Premium cues: key insights
• Premium packaging motivates to buy. Simplicity &
cleanliness are preferred.
I prefer the packaging
It should look from Rituals, Kruidvat
looks cheap
nice on the
shelf
I want the bottle
to look fancy I would buy
It looks
this, it looks like
classy and
expensive
clean
quality
24

25. 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
25

26. 26

27. From Insights to actions
Do’s & Don’ts
• A delight to use
• Stand out from shelf
• Green brand values
• Premiumness
27

28. 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
28

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

30. 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