In the competitive health products market, attractive packaging is essential for information and trust. An international manufacturer wanted to redesign their packaging and develop a global packaging system to streamline production and create one unified global appearance. Through customer research, expectations and needs were made clear, enabling the organization to successfully implement new packaging and establish a global system to boost sales.
To develop a packaging strategy that appeals to consumers and convinces them to choose their products. By creating a uniform and consistent appearance, the organization wanted to position their brand more strongly and increase market share across different geographical markets.
Through video surveys in four different countries, we collected both qualitative and quantitative insights about consumer preferences for packaging designs.
Based on the findings, the organization could make informed decisions about implementing a new packaging design. This ensured that a packaging system could be developed that effectively aligns with consumer preferences across different markets.
OMRON is a global player in medical equipment and health solutions, with a focus on preventive care and health monitoring. As the healthcare market evolves, the organization seeks ways to better align products with consumer needs and strengthen their brand experience consistently across all markets.
The organization's Global Communication Design department realized that to keep pace with the progressive market, their product packaging designs needed to better align with changing consumer needs. Simply developing new design concepts is only a third of the work needed to stimulate growth in product sales. Afterward, the design must be validated in the market to then arrive at a successful design through an iterative process of validation and redesign that could be implemented in the company's global production process.
After engaging an external product design agency, the challenge remained to validate the concept design in the target market in steps two and three of the process. To conduct this validation in a structured way with the customer perspective at the center, the organization approached Business Models Inc.
We began with extensive research using video surveys in four different countries. This approach allowed us to quickly and efficiently see how consumers reacted to new packaging designs compared to existing packaging, and also how they evaluated the packaging against competitors.
The strength of our approach lay in step-by-step improvement. We discovered which elements prevented consumers from purchasing a product and continuously improved the designs based on this feedback. This ultimately led to a proof design that gave the organization confidence to make decisions about future packaging.
Important in our methodology was the use of video surveys. This allowed us to quickly and directly collect feedback from consumers in different countries. This gave the organization a clear picture of how different aspects of the packaging were experienced across different geographical markets. Essential for a design that is both recognizable and relevant to local markets.
By testing both qualitatively and quantitatively in different markets, recommendations and conclusions could be drawn with a higher degree of certainty that could be linked both market-wide to a general packaging design system, as well as to market-specific recommendations. This way, design preferences, key features, and success factors could be linked per geographical market, supported by the qualitative and quantitative data obtained.
At the end of the project, the organization had a validated packaging design system, based on two concrete results:
We delivered new qualitative and quantitative insights about consumer preferences for packaging designs in four different geographical markets. These insights gave the organization a strong foundation for making informed, customer-focused decisions about packaging design that were both locally relevant and globally consistent. By understanding how consumers in different markets react to specific design elements, the packaging strategy could be optimized for maximum impact.
We developed a deep understanding of consumers and the value drivers and obstacles in the packaging concepts. This understanding enabled the organization to create packaging designs that effectively communicate with consumers and stimulate growth in product sales. By understanding which elements of packaging design add value for consumers and which form potential obstacles, the packaging strategy could be aligned with the needs and preferences of the target audience.
With the new insights and developed proof of concept, the organization is set up for success to implement a global packaging design system that both strengthens brand experience and increases consumer purchase intention. The iterative and customer-focused testing process introduced during this project enables the organization to continue optimizing packaging designs based on consumer insights in the future, leading to a stronger market position and growing market share across different regions.
We will guide you in optimizing your brand experience and strengthening your market position, when your organization is ready for it.
Do you have questions about this project or want to know how Business Models Inc. can help with understanding consumer preferences? Contact us today to learn more about how we can strengthen your strategy.
