Product Packaging Takes Center Stage in Marketing-Effectiveness Debate

With consumer attention increasingly divided, how can brands capture consumer interest?

The author(s)

  • Britt Calvert Director, US, Innovation
  • Adam Brown Director, US, Innovation
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Product innovation over the past several decades has been dominated by a reinforcing cycle, as consumer attention becomes increasingly divided by more stimuli from advertising, social media or entertainment. Marketers have responded by developing new and streamlined ways to generate product awareness, with these streamlined approaches resulting in more noise competing for consumer attention.

All this noise means significant challenges for marketers to generate awareness of the “next great thing.” In the world of product packaging, that means you must catch attention quickly—often with what can be seen on the package itself, either on the shelf or in a brief ad. This has forced marketers to blur the lines between traditional pack testing and concept testing. These are no longer distinct, self-contained approaches.

New Ipsos research hones in on the blurring of these approaches: What can marketers do to replicate reality? How should they be thinking about testing for new innovations? And how do they decide the right approach?

A packcept can help. While usage of the term has become more common, there still isn’t necessarily full agreement on what it means. The general idea is that a packcept is an image of product packaging. That image can be used to assess the viability of a new product or a new packaging design for an existing product. However, there’s plenty of variation in how those stimuli can be used within research.

In our latest paper we outline the three ways of using packcepts to successfully assess the potential of new product or packaging initiatives.

The author(s)

  • Britt Calvert Director, US, Innovation
  • Adam Brown Director, US, Innovation

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