Global CPG Naming and Packaging Optimization
Case Study
M/A/R/C® provided naming and packaging guidance for a new product introduction
The Challenge
A global CPG company needed insights for name and packaging optimization for a new product. Comprehensive consumer feedback was imperative to guide decision-making at this stage of development.
It was important to explore…
- Consumer perceptions and preferences regarding naming + packaging alternatives
- Packaging design variables to determine most effective creative approaches
- Consumer reactions to the overall concept for this new type of product
The Solution
M/A/R/C® recommended online qualitative solution allowed respondents to easily review packaging mock-ups and naming descriptions. Clients were able to hear respondents’ feedback and discuss in real time amongst themselves and with the moderator in a “virtual” backroom.
The Result
M/A/R/C® identified the most promising naming and packaging alternatives, the corresponding “why’s”, and the pros and cons of each creative option. Based on these insights, the client was able to determine the best path forward and keep the development process on schedule.