BUSINESS NEED

A world-leading packaging company sought to evaluate and refine a new proposal for sustainable packaging solutions. The focus was on gaining a deep understanding of consumer and expert perceptions in the beverage sector, as well as identifying the key attributes and potential barriers to the adoption of these innovative solutions. A secondary goal was to leverage insights gained from the focus groups to inform product development strategies and enhance the company’s market positioning, ultimately driving greater customer engagement.

METHODOLOGY

The Analytics Arts team implemented a series of focus groups utilizing various qualitative research tools. Participants were selected based on their roles and expertise to ensure a diverse yet relevant mix of perspectives. The focus groups were structured with a range of projective exercises, free associations, and pluses and minuses evaluations, which were particularly effective in uncovering both subconscious attitudes and explicit perceptions of the proposed packaging solutions.

OUTPUT

The research revealed that while there was strong support for sustainable packaging, concerns about cost and usability were significant barriers that needed to be addressed. Additionally, the importance of clear communication about the environmental benefits of the packaging was underscored as a key factor in driving consumer acceptance. The qualitative research approach led to a deeper understanding of the market’s perceptions of sustainable packaging, providing the company with critical insights that informed the refinement of their packaging solutions. By aligning their products more closely with the needs and values of their target audience, the company was able to enhance its competitive edge in the market.

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