Case Study: Product Packaging

Case study: Product packaging


A national advertiser wanted to gather feedback from customers regarding several proposed design changes to a product’s packaging.


Data gathered included current use of the product, recognition and use of competitive products and the likelihood of using the product with redesigned packaging. To gather this feedback, Hardwick Research conducted intercepts with general consumers in shopping malls in eight geographically dispersed cities throughout the U.S.


Based on the intercepts, our client obtained valuable information on the usage of their product by geographic area, the usage of competitor products, consumer preferences for the new designs as well as their likelihood of using the product if the package design was used. Based on the participants’ feedback, our analysis of the results and the client’s evaluation of their manufacturing capabilities, one of the new designs was chosen and implemented.