Tag Archives: Packaging Innovation

Consumers want to be a part of the creation process

According to Gongos Research, 92% of consumers surveyed want to be a part of the product development process. They would like to be work with companies in new products and packaging in categories including snacks and beverages, consumer electronics and health and wellness.

The survey also found that:
‘do not necessarily expect recognition or direct compensation’ for their contribution, 73% would expect to receive a sample product. Seventy-six percent said that they would be willing to forgo acknowledgement or creative license for their ideas, protecting the company from claims based on intellectual property rights of royalty expectations.

Read the full article here.

Speakers of TMRE 2009: Randolf Kosloski, MeadWestvaco

In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have Randolf Kosloski, MeadWestvaco (MWV), who will be presenting “Using Social Media to Gain Insights for Packaging Innovation,” in the Proof: What’s New & Next In Packaging Research Symposium on Tuesday, October 19, 2009. To learn more about The Market Research Event, download the brochure here!

1. Tell us about a project you are working on or recently completed that you are proud of?
Kosloski: Recently I completed a project on the effect of packaging materials upon Carbonated Soft Drink Sales. The study sought to prove whether or not consumers would chose to switch bands or vary their buying behavior based solely upon the materials used in the creation of the secondary packaging. The results clearly illustrated the effect that secondary packaging had upon purchase intent and brand perception. In addition, for those consumers who were brand switchers the effect was even more pronounced. These results were shared with a beverage company and were very compelling to them as they contemplate packaging materials.

2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Kosloski: The largest changes I see will be based upon the one we have seen in the past 10 years- technology. Just a short time ago our industry routinely depended upon mail surveys as a inexpensive method to gather the opinions of a large group of consumers. The internet changed that. As I look to the future I see technology enabling us to reach out to large or small groups of consumers in new deeper ways and in real time. If we take mobile communications, eye tracking, and real time surveys and combine them we could be looking at all day all the time virtual ethnography. I have no idea how we would ever shift though the data (a critical skill now and one that will become even more important) but I can only imagine the wealth of information we could get through the virtual tracking of a consumer’s life. It would extend far beyond any one company’s purview but could become a syndicated source of ethnographic type of information.

3. What inspired you to get in the field? What keeps you motivated?
Kosloski: A professor back while I was an undergraduate student. She told me I had the type of personality and thought patterns that would make me a good market researchers. Given my current goal at the time was engineering I took little heed of her words. A few years later I found myself back in school and happen to run across a part-time job fielding central location studies for a company. The rest as they say is history.

My motivation comes form a strong personal curiosity coupled with a desire to learn. It also doesn’t hurt that I am always questioning not only what others do but what I myself do. This has allowed me to continue to grow and learn thus remaining fresh. Like the products many of us work on we need to relaunch ourselves periodically in order to remain in the forefront of our respective fields or risk becoming irrelevant.

Speakers of TMRE 2009: RiCardo Crespo, Mattel Inc.

In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have RiCardo Crespo, Group Creative Director, Mattel Inc., who will be presenting “Realizing a Sustained Collaborative Culture to Support Packaging Innovation,” in the PROOF: What’s New & Next In Packaging Research Track on Monday, October 19, 2009. To learn more about The Market Research Event, download the brochure here!

1. Tell us about a project you are working on or recently completed that you are proud of?
Ricardo: I recently worked on the strategy and creative direction development plan for a marquee brand. The strategy was instrumental in aligning all cross-functional teams to end up in a single voice for the brand while fostering separate, yet collaborative development across all teams. All teams had a clear vision of the end result while having tangible and attainable development milestones, which were objectively reviewed with agreed metrics beforehand.

2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Ricardo: Same as was forecasted 5, even 10 years ago…that at the end of the day, brands are experiences and that those experiences need to be a direct result of what consumers want, not what we think, or hope the brands will be. Speak to consumers in engaging ways and when you tell compelling, persuasive brand stories, you are not selling, you are fostering dialogue back to your brand through their repeated and personal decisions to experience your brand. this dialogue leads to loyalty and relationships that are the DNA of successful brands.

3. What inspired you to get in the field? What keeps you motivated?
Ricardo: My inspiration?…that someone wanted to pay me for the passion and creativity that was innate to solve communication challenges, and tell stories because of brands. Creative direction and strategic design is incredibly fulfilling…because no two challenges are the same; that diversity elevates our ability to progress and ultimately, our creativity. What keeps me motivated? Repeat my first sentence.

The Speakers of TMRE 2009: Stuart Bedford, Sherwin-Williams

In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have Stuart F. Bedford, Director of New Business Development/Research, Sherwin-Williams, who will be presenting “Overcoming the Challenges of Packing Innovation in Traditional Industries,” in the PROOF: What’s New & Next In Packaging Research Track on Monday, October 19, 2009. To learn more about The Market Research Event, download the brochure here!

1. Tell us about a project you are working on or recently completed that you are proud of?
Stuart: I recently completed the development of “Refresh”, a product line launched under the Dutch Boy brand that is a premium interior paint that “absorbs odors”. There is no other product in the market that has this attribute. Initial placement exceeded expectations in sales. We received the 2009 Sherwin-Williams corporate marketing award for innovation for this product line.

2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Stuart: Validation of consumers who participate in “on-line” research. This has been an area of concern for companies who execute research on the inter-net. Validation for product purchase claims could include purchase records such as a store receipt record for product quantity and price paid. Validations of this type are currently at a price that is unrealistic for a high level of completed
surveys.

3. What inspired you to get in the field? What keeps you motivated?
Stuart: Inspiration and motivation is the continuing discovery process and finding “nuggets” that provide the basis for new strategies that stimulate successful market innovation.