In order to better understand consumer preferences, a well-known food firm approached MarketGenics to update the packaging of one of its well-liked items. The company wanted to make sure that their new pack design would not only strike the eye but also resonate with their target demographic, since they knew that a brand’s packaging is frequently the first engagement a buyer has with the product. They had 3 packaging design options for the same product. This is where MarketGenics stepped in with a comprehensive approach to testing and feedback.

Research Objective

The major objective of the research was to gauge consumer reaction to the new packaging designs. The company requested specific feedback on a variety of features, including color schemes, design features, pack size, general attractiveness, caption, font size, readability etc . With this information, they wanted to find out which is the best design option to better meet consumer expectations and preferences.

Methodology: A Dual Approach

MarketGenics employed a dual approach to gather in-depth consumer insights: in-depth interviews conducted in a commercial venue and a Central Location Test (CLT) in a household setting.

• In-Depth Interviews: The first step included in-depth interviews with selected consumers at a commercial location. These interviews enabled researchers to interact directly with consumers, eliciting feedback on the new packaging design. The purpose was to delve deeply into consumer perceptions and collect qualitative input on key design components including color, images, and overall branding.

• Central Location Test (CLT) at a Household Venue: The second phase took place in a more natural setting—a home where things were presented in the same way they would be in a regular shop environment. Customers were asked to engage with the products as they normally would, making decisions based on the new pack designs. Feedback was collected on several parameters such as color, design, pack size, fonts, overall appeal etc.  

Conclusion: Refining the Design for Success

MarketGenics’ extensive input enabled the food brand  to make informed judgments about their  packaging designs and which was the best of the lot. Consumer insights offered clear feedback on areas that needed minor tweaks, ensuring that the final design not only stood out on the shelves but also resonated powerfully with the target audience.

The collaboration with MarketGenics demonstrated the relevance of consumer-driven design processes, assisting the brand in aligning its visual identity with consumer expectations.

This case study demonstrates MarketGenics’ rigorous approach to customer research, which enables firms to make data-driven decisions that lead to successful product launches.