Using Customer Research to Design Packaging
For brands making the jump from screen to shelf, there’s a new slate of considerations.
Looking for customer insights
This consumer electronics brand had the chance to get prime shelf space, including end caps, in hundreds of big box retail locations in the USA. Sitting beside both established brands and well-covered upstarts meant they had to execute on their packaging to have a chance of success.
Why did they look to customer insights for growth?
The product had sold modestly in their DTC offering, but was making huge strides in other ecommerce channels. Bringing the product to the shelf meant re-thinking how to present product information.
The analysis concluded in design and information presentation recommendations. It also opened new opportunities for consumer preference research.
How did Theia support them as they looked for answers?
Surveying potential customers was challenging. Screening was needed to ensure the respondents were in the market. However, combining different panels and platforms provided meaningful data.
Through five-second tests, card sorting and surveys, an “order of information” was established. This framed how to best communicate which features and with how much detail. Given physical size constraints, being succinct was critical.
Competitor analysis was also done to see how customers understood existing designs.
What did Theia find?
We discovered:
- How the brand was being perceived on the shelf,
- What design components were the strongest, and
- what every potential buyer wanted to know
After competitor analysis and surveying was done, the packaging was finalized, leaning on answering the most common questions a potential buyer could have. The in-store launch was a success, with hundreds of locations stocking the product.