The importance of research in branding and packaging redesign

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.

Key takeaways:

  1. The importance of research for packaging redesign and how it informs the creative process.
  2. When to use qualitative research and when to use quantitative research.
  3. How important alignment is between the agency and the brand on research deliverables.

Case Study Packaging Presentation by End-Client


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