Case study
Improving packaging for awareness, sales and satisfaction
A study of in-store consumer decision making
How do consumers make choices between brands? What are their expectations? What role does packaging play in the decision making process? Can packaging be used to improve brand perception?
Naked Eye carried out an in-store research programme to answer these questions. We then worked alongside the Dove marketing and brand teams to develop a packaging improvement brief.
What Dove learnt from the study
Insights around consumer behaviour:
- Identifying a 5 step process that consumers followed before making a purchase in each category.
- Understanding how and why consumers switched from their narrow repertoire right before committing to purchase.
“On top of feeding into the packaging design briefing process, the information has also been used by the marketing team to support some strategic decisions regarding shelf impact and branding vs product differentiation cues.”
Specific insights relating to the category and brand:
- Role of packaging – how top-down and top-up were not clear or useful to distinguish between shampoo and conditioner on shelf.
- How the layout of shampoos and conditioners on shelves caused confusion and barriers to purchase.
- Actionable NPD, packaging and fixture opportunities to drive awareness and sale of Dove brand and make the brand stand out in a crowded space.
“The videos have been very successfully used by the global marketing teams in their brand strategy presentations, and also used to prove the impact of in depth consumer understanding techniques”
