5th of March 2025
Marketers tell us what works with packaging redesign research
A study by academics in Australia and New Zealand has questioned the effectiveness of approaches to packaging design research. Study co-author William Caruso says focus groups fall short when it comes to pack redesign and that research should involve distinctive brand assets.
When marketers decide to redesign their brand’s packaging, they take a big risk. Consumers rely on familiar packaging to recognise products when shopping quickly, so a change can make it harder for them to find and buy the brand they know. To avoid costly mistakes, companies often use market research to guide their redesign efforts. But does research always lead to better results?
Our article, which draws on data collected from 227 marketers who had engaged in pack changes, and published in the International Journal of Market Research, explores this question and reveals some surprising findings.
When does market research help or hinder effective pack changes?
Many assume that market research increases the likelihood of a successful packaging redesign. After all, research is supposed to provides data-driven insights rather than relying on gut feeling. However, our findings suggest that simply conducting any redesign research doesn’t necessarily lead to better outcomes.
A key issue is that once a company decides to redesign packaging, it often focuses only on choosing the best new design rather than considering whether the existing design should remain. Sometimes, keeping the current packaging might be the best option. This highlights the need for research processes that allow for the possibility of no change if redesigning isn’t necessary.
Read the full article in Research Live.
