Upgrade of cheese packaging
FrieslandCampina (FC) wanted to reinforce its retail relationship and position in the market with its cheese products. For this purpose, FC has developed various types of innovative cheese packaging. Research into consumers determined the potential of the packaging concepts so that the go/no go decision on continuing the development of the packaging concept could be made on a substantiated basis.
Research into the various usage contexts
In packaging development it is important to assess the packaging in all usage contexts; on the shelf (identification), in the hand or shopping basket (experience) and during actual use (experience). That's why the following research design was selected:
- four focus groups, each an hour and a half in duration on one day (identification, experience). In these, 22 consumers shopped notionally. The packaging was looked at in detail and tested. FC made several store shelves available to imitate the retail situation as realistically as possible to enable a shelf to be constructed in the current and future situation.
- an online research community (experience) lasting one week, in which around 50 consumers actually used the packaging and shared their experiences in words and pictures with the community.
A decision was made about the new packaging
The research resulted in a no-go decision for FC's preferred packaging style, but a go for an alternative which appealed more to consumers. In addition, the research provided indicators as to how this packaging can generate more on-shelf attention and how convenience can be enhanced. Observations and photos of actual use played a significant role in this. Finally, the research also confirmed the correct location for the new packaging and how much extra people are prepared to pay for it.