Case Study
Business Issue
A manufacturer of infant nutrition products needed to refresh its packaging, which had remained unchanged for more than 10 years. The goal was to create a next-generation premium formula package that optimized the consumer experience while meeting sustainability and cost-efficiency goals. To achieve this, the manufacturer needed to evaluate five new package designs to identify which one offered the best combination of appeal, functionality, and differentiation in the market.
Custom Approach
To determine which design proposals would outperform the existing packaging, we developed a blended approach combining quantitative and qualitative research methods:
A quantitative survey evaluated the importance and appeal of key features.
We asked 52 mothers and fathers, ages 22 to 44, to participate in a 30-minute survey to evaluate six packages using a sequential monadic design. The survey assessed:
- Appeal and appearance to identify what stood out to them.
- User experience including grip, opening, scooping, and reclosing.
- Premiumness.
- Sustainability.
This approach provided comparative data on the consumer experience for each package.
Qualitative In-Depth Interviews (IDIs) provided feedback for design.
The team conducted 29 in-person and 22 virtual interviews, each lasting 40 minutes. These sessions explored user experience details and uncovered opportunities to refine the designs further. Participants evaluated:
- Differentiation versus competition.
- Opening of the seal.
- Method of disposal.
Growth Outcome
This blended methodology provided a comprehensive view of consumer preferences, highlighting strengths and areas for improvement in each package design.
- Quantitative Findings identified a clear winner among the five designs, driven by high purchase interest and strong perceptions of premiumness.
- Qualitative Validation confirmed the winning design’s appeal and usability while revealing opportunities to enhance durability and user-friendliness.
These insights enabled the manufacturer to confidently move forward with a design that balances user satisfaction, sustainability, and differentiation. The new package positions the brand for long-term success and stronger connections with its consumers.
Would you like to learn how tailored research can enhance your product design?
