Using qualitative research for packaging design

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This article exemplified the importance in gaining consumer feedback through qualitative research when creating new packaging or conducting a redesign for a current package. This is a great article that extends our qualitative unit of class into a real world application. Personally I thought how the use of focus groups really does not work in this application and either in depth interviews or ethnography were the most beneficial research tactics.

Link:
http://www.greenbook.org/marketing-research.cfm/qualitative-package-design-research-02585

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This page contains a single entry by faith005 published on December 2, 2012 3:57 PM.

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