Marketing Managers and Packaging Designers wanted to test the ergonomics of various new beverage package design features to understand consumer preferences and the potential impact on customer retention and acquisition. In addition, the Packaging Team wanted to develop a share and profit model that accounted for alternative package configurations and the associated production costs.

Research Objective:

The research consisted of a quantitative study with two primary objectives:

Understand consumer preferences for various alternative packaging prototypes under actual consumer use conditions.
Develop a share and profit model for use by the team to simulate various packaging designs.

Methodology:

CMI employed a pre-recruited central location test that required consumers to use the various prototype packages. Once consumers experienced all the prototypes containing all the design features, they then completed a web-based interactive conjoint survey.

The Result:

The client was able to link actual prototype preferences with market share and profitability simulations to understand the potential revenue and profit impact of incremental packaging design changes. New product packaging plans resulting from the research are in the wings pending technological enhancements.