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Unleashing the Power of your Packaging: Developing Winning Packaging Through Value Added Online Packaging Research.
Klaas Hommez
Vice President
ACNIELSEN CUSTOMIZED RESEARCH (IR), NEW YORK
Shuchi Sethi
Director
ACNIELSEN CUSTOMIZED RESEARCH (IR), NEW YORK
Sonali Desai
Director
ACNIELSEN CUSTOMIZED RESEARCH (IR), NEW YORK
Today's consumer knows a lot more, but cares less: they shop in complex retail and media environments, are inundated with marketing information, are faced with more choice in the store, but have less time to choose. So how do they cope in this paradigm of brand information overload?
Recent advances in cognitive psychology reveal that consumers do not waste huge amounts of time and brain power making everyday decisions. Instead they tend to use simple rules of thumb or heuristics, which navigate their choice through the complex world of brands. We call these Omega Rules. Once the rules are formed, they switch into habitual auto-pilot shopping mode.
However occasionally, the auto-pilot mode gets disrupted when habitual pathways lead to a crisis and consumers respond to new stimuli. These inflection points, known as Delta Moments, drive consumers to re-evaluate their choice that creates opportunities for marketers.
Our extensive research has shown that packaging is a critical trigger in inducing these Delta Moments at point of purchase. Understanding how your package can effectively disrupt auto-pilot shopping mode and make its way into the consumers' shopping cart is key to driving brand consideration and attracting new users.
The objective of this workshop is to help marketers produce more compelling packaging that cuts through the retail clutter, resonates with your brand's objectives, connects with the consumer and gets in to the consideration and purchase set – all through the use of effective consumer research and a clear comprehension of consumer heuristics in making brand choice.
ABOUT THE WORKSHOP LEADERS:
Klaas Hommez has over twelve years international custom market research experience covering a variety of industries ranging from the CPG, IT/telecom to automotive sectors. Klaas has deep experience on a wide range of new product development work focused on packaging evaluation, concept testing and pricing as well as forecasting and post-launch tracking.
Shuchi Sethi has 10 years of experience in marketing research and focuses on conducting brand management research for Consumer Packaged Goods. Her areas of expertise include brand equity tracking, pricing strategy research, advertising research and new product development research including concept development and packaging research.
Sonali Desai has 11 years of customized research experience centered on new product development - covering design/package testing, concept testing, post-launch evaluation and brand health research for both the CPG and Durables categories. In recent years, she has specialized in design/packaging research domestically and internationally.
12:00 p.m. Lunch for Workshop Attendees
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