{"id":6990,"date":"2024-07-10T17:21:20","date_gmt":"2024-07-10T17:21:20","guid":{"rendered":"https:\/\/seewiththeia.co\/?page_id=6990"},"modified":"2024-07-12T14:41:33","modified_gmt":"2024-07-12T14:41:33","slug":"using-customer-research-to-design-packaging","status":"publish","type":"page","link":"https:\/\/seewiththeia.co\/?page_id=6990","title":{"rendered":"Using Customer Research to Design Packaging"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"6990\" class=\"elementor elementor-6990\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6c90a2c4 e-flex e-con-boxed e-con e-parent\" data-id=\"6c90a2c4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-55ff1bc4 elementor-widget__width-initial elementor-widget elementor-widget-lqd-image\" data-id=\"55ff1bc4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"lqd-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n\t\t<figure class=\"inline-block relative align-middle overflow-hidden lqd-transform-perspective transition-colors\" data-lqd-look-at-mouse data-lqd-hover3d-el>\n\n\t\t\t\n\t\t\t\t\n\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1456\" height=\"816\" src=\"https:\/\/seewiththeia.co\/wp-content\/uploads\/2024\/02\/myusualnameistaken_well_lit_and_clean_big_box_retail_store_shel_1b58f781-203a-4ffc-9f0d-9ca02be97fb5.png\" class=\"attachment-full size-full wp-image-6522\" alt=\"\" srcset=\"https:\/\/seewiththeia.co\/wp-content\/uploads\/2024\/02\/myusualnameistaken_well_lit_and_clean_big_box_retail_store_shel_1b58f781-203a-4ffc-9f0d-9ca02be97fb5.png 1456w, https:\/\/seewiththeia.co\/wp-content\/uploads\/2024\/02\/myusualnameistaken_well_lit_and_clean_big_box_retail_store_shel_1b58f781-203a-4ffc-9f0d-9ca02be97fb5-300x168.png 300w, https:\/\/seewiththeia.co\/wp-content\/uploads\/2024\/02\/myusualnameistaken_well_lit_and_clean_big_box_retail_store_shel_1b58f781-203a-4ffc-9f0d-9ca02be97fb5-1024x574.png 1024w\" sizes=\"(max-width: 1456px) 100vw, 1456px\" \/>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/figure>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<style>.elementor-element-55ff1bc4 {\n   transform: translate3d(0px,60px,0px) scale(0.8, 1) rotateX(0deg) rotateY(0deg) rotateZ(0deg) skew(0deg, 0deg);\n   opacity: 0;\n}\n<\/style><script>\n\t\twindow.liquid.behaviors.push( {\n\t\t\tdataId: \"55ff1bc4\",\n\t\t\tbehaviors:[\n\t\t\t\t{behaviorName:'liquidGetElementComputedStyles',options:{includeSelf:true,getRect:true,addGhosts:true}},{behaviorName:'liquidAnimations',options:{domain:'inview',trigger:'ghost',duration:0.65,ease:'expo.out',stagger:{each:0.065,from:'start'},delay:0,start:'top+=30px bottom',startElementOffset:0,startViewportOffset:0,animations:[{elements:'self',breakpointsKeyframes:{all:{keyframes:[{scaleX:1,scaleY:1,skewX:0,skewY:0,x:'0px',y:'0px',z:'0px',rotateX:0,rotateY:0,rotateZ:0,opacity:1}]}}}]}},\n\t\t\t]\n\t\t} );\n\t\t\n\t\t<\/script>\t\t<div class=\"elementor-element elementor-element-66ebf9e8 lqd-text-tag-h1 elementor-widget__width-inherit elementor-widget elementor-widget-lqd-text\" data-id=\"66ebf9e8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"lqd-text.default\" data-lqd-has-inner-animatables=\"true\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"lqd-text-el m-0 p-0\" data-lqd-split-text-el=\"1\" data-lqd-split-type=\"words\"><span class=\"lqd-text-item relative elementor-repeater-item-eaff06a\"><span class=\"lqd-split-text-words inline-flex bg-inherit relative\" data-lqd-inner-animatable-el>Using<\/span>&nbsp;<span class=\"lqd-split-text-words inline-flex bg-inherit relative\" data-lqd-inner-animatable-el>Customer<\/span>&nbsp;<span class=\"lqd-split-text-words inline-flex bg-inherit relative\" data-lqd-inner-animatable-el>Research<\/span>&nbsp;<span class=\"lqd-split-text-words inline-flex bg-inherit relative\" data-lqd-inner-animatable-el>to<\/span>&nbsp;<span class=\"lqd-split-text-words inline-flex bg-inherit relative\" data-lqd-inner-animatable-el>Design<\/span>&nbsp;<span class=\"lqd-split-text-words inline-flex bg-inherit relative\" data-lqd-inner-animatable-el>Packaging<\/span><\/span><\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<script>\n\t\twindow.liquid.behaviors.push( {\n\t\t\tdataId: \"66ebf9e8\",\n\t\t\tbehaviors:[\n\t\t\t\t{behaviorName:'liquidSplitText',options:{splitDoneFromBackend:true,splitType:'words'}},\n\t\t\t]\n\t\t} );\n\t\t\n\t\t<\/script>\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7635eb78 e-con-full e-flex e-con e-parent\" data-id=\"7635eb78\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5383a011 elementor-widget elementor-widget-text-editor\" data-id=\"5383a011\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>For brands making the jump from screen to shelf, there\u2019s a new slate of considerations.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-21092ae2 elementor-widget elementor-widget-heading\" data-id=\"21092ae2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Looking for customer insights<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54c413c0 elementor-widget elementor-widget-text-editor\" data-id=\"54c413c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6011caf8 elementor-widget elementor-widget-heading\" data-id=\"6011caf8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Why did they look to customer insights for growth?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ff415be elementor-widget elementor-widget-text-editor\" data-id=\"1ff415be\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><\/p><p class=\"wp-block-paragraph\">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.<\/p><p>The analysis concluded in design and information presentation recommendations. It also opened new opportunities for consumer preference research.<\/p><p><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-15a72a82 elementor-widget elementor-widget-heading\" data-id=\"15a72a82\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How did Theia support them as they looked for answers?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a307f9b elementor-widget elementor-widget-text-editor\" data-id=\"a307f9b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><\/p><p class=\"wp-block-paragraph\">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.<\/p><p> <\/p><p class=\"wp-block-paragraph\">Through five-second tests, card sorting and surveys, an \u201corder of information\u201d was established. This framed how to best communicate which features and with how much detail. Given physical size constraints, being succinct was critical.<\/p><p> <\/p><p class=\"wp-block-paragraph\">Competitor analysis was also done to see how customers understood existing designs.<\/p><p><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3056b8f1 elementor-widget elementor-widget-heading\" data-id=\"3056b8f1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">What did Theia find?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7275da2 elementor-widget elementor-widget-text-editor\" data-id=\"7275da2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><\/p>\n<p class=\"wp-block-paragraph\">We discovered:<\/p>\n<p><\/p>\n<ul class=\"wp-block-list\">\n<li>How the brand was being perceived on the shelf,<\/li>\n\n<li>What design components were the strongest, and<\/li>\n\n<li>what every potential buyer wanted to know<\/li>\n<\/ul>\n<p><\/p>\n<p class=\"wp-block-paragraph\">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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23987ae6 elementor-align-left elementor-widget elementor-widget-lqd-button\" data-id=\"23987ae6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"lqd-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n\t\t<a href=\"https:\/\/seewiththeia.co\/\" role=\"button\" class=\"lqd-btn inline-flex items-center relative lqd-group lqd-group-btn\" data-lqd-local-scroll-el=\"\"><span class=\"lqd-btn-txt relative z-1\">\u2190 Go Home<\/span><\/a>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Using&nbsp;Customer&nbsp;Research&nbsp;to&nbsp;Design&nbsp;Packaging For brands making the jump from screen to shelf, there\u2019s 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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-6990","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/seewiththeia.co\/index.php?rest_route=\/wp\/v2\/pages\/6990","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/seewiththeia.co\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/seewiththeia.co\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/seewiththeia.co\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/seewiththeia.co\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=6990"}],"version-history":[{"count":5,"href":"https:\/\/seewiththeia.co\/index.php?rest_route=\/wp\/v2\/pages\/6990\/revisions"}],"predecessor-version":[{"id":7016,"href":"https:\/\/seewiththeia.co\/index.php?rest_route=\/wp\/v2\/pages\/6990\/revisions\/7016"}],"wp:attachment":[{"href":"https:\/\/seewiththeia.co\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=6990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}