PKG’s Consumer First™ approach relies on a proven, insight-rich process that informs branding and packaging decisions from a consumer point-of-view. It uses a series of steps/tools that are modeled after Nielsen BASES (simulated test marketing) and its 12 Factors for Success for new products.
We focus on collaborating with consumers around the three factors that are relevant to packaging: Attention Catching (Be remarkable. Get noticed). Message Connection (Be heard. Land your message). Clear & Concise Message (Be focused).
Every project begins by stepping into the consumer’s shoes and investigating the retail environment. What does your category look like? How do your products display in-store? Is your product in traditional grocery? Mass? C-Store? Dollar? Club? Specialty? How different is the shopping experience in each space?
We do a deep dive into your brand and your competitors. We investigate the visual assets you have and break down the story you are communicating. We analyze your primary competitors as well to get a thorough understanding of your category’s strengths and weaknesses.
We ask a lot of questions. You have to in order to understand how well your brand is communicating through your current strategy. We talk to highly screened consumers one on one. We do on-demand surveys and on-line tests with our panels of targeted shoppers. We do quick consumer reads to narrow down choices and nail the concept.
Our proprietary Facebook-like interface engages consumers in a two-way dialogue. The environment is low-stress and familiar, encourages honest assessments, and allows for targeted, conversational follow-up. We can engage consumers on their terms, during their time to hear and learn from their unbiased point-of-view.
We listen to your consumers. We translate ideas into concepts to get quick feedback. Then iterate the designs, and repeat the process. This is our unique design approach, driven by an understanding of the consumer, for every solution we present to you.