Our Approach
To explore consumer opinion of the new packaging ideas for acceptability and overall feasibility, Curion utilized its Sensory Packaging Preference (S2P™) methodology. A series of highly engaging focus groups were conducted in which consumers not only spoke about their attitudes, behaviors, likes and dislikes with soap packaging, but also demonstrated these through interactions with the prototypes.
Step 1
Select Test Audience
Panelists were recruited who purchased multipacks of bar soaps in the past year
Step 2
Define Samples
3 new packaging prototypes were
presented and compared to current packaging
Step 3
Collect Insights
Utilized qualitative methodology to gain insights into the packaging’s acceptability and feasibility
Step 4
Uncover Behaviors
Captured observations of participants interacting and evaluating each functionality
Insights
Uncovered optimizations and drawbacks to the new packaging prototypes, and gained insights into general consumer usage behavior.
- Packaging that preserved each bar was preferred and perceived as maintaining the freshness.
- Reinforced messaging of sustainability on the package was perceived more sustainable.
- Packaging needed to be easy to store, simple to stack, and able to identify the number of bars remaining.
- Men preferred packaging that was easy to unwrap and could be unwrapped in the shower.
- All the other soaps seemed protected. Great storage.
- My kids wouldn’t close this properly and they (bars) would fall out.
- Eco-Friendly, individually wrapped, unique & sleek
- Difficult to open.
Results
Our client was able to utilize recommendations based on consumers feedback to confidently make optimizations to their multi-pack packaging prototypes prior to their next phase of testing. Thus, saving them time and money that would have been wasted if they had gone straight to market or to the next phase of testing.
