A leading global provider of packaged foods needed to determine if new packages would improve sales. Previous package-testing research of the traditional kind was inconclusive. We needed more penetrating research that would answer WHY questions. We needed to determine why some packaging was successful, and another packaging was not. We also needed to prove to the client that our conclusion was not opinion but was backed up by hard data based on their consumers’ biological reactions to their packaging. We needed to prove to our clients that we could deliver the information they needed and develop a method of testing that would satisfy them.
The greatest challenge, as one of our team, put it, was "We had to produce deeper insights into why consumers were not attracted to the new package designs with only a limited budget." We needed to do more work and determine why the packaging was not attracting consumers and do it with the least amount of money we possibly could.