Room 1 | 9:30 am - 10:00 am | Wednesday, February 22, 2023
Whether qualitative or quantitative in nature, checking in with consumers on a redesign of a brand or packaging not only provides important details to the creative agency, but can save the marketing team a lot of time, money and headache in the future. Bringing your consumer along on the redesign journey helps agencies not only know what is working, but what isn’t working and could possibly alienate loyalists from the brand.
In addition, bringing in users of the category/non-rejectors helps expand your brand outreach. I’ll walk through a case study of a successful brand and packaging redesign that utilized both qualitative and quantitative research on a brand that is across multiple categories throughout the store. I’ll show how the research findings informed the refinements to the final packaging that went to market.
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