TricorBraun announces upcoming consumer research focus group sessions being held to discuss and gather an understanding of consumer behavior and the drivers behind purchase decisions in the lip balm category. The focus groups will participate in a discussion surrounding ease of use, visual appeal and the fun factor for a variety of differently formatted packaging systems found in lip balm.
Benchmarking a variety of different existing systems along with a new TricorBraun innovation, not yet on the market, will be explored. An independent market research company will moderate the discussion among separate groups of women, ages ranging from 11 to 30. Insights will be gained regarding packaging purchase drivers such as cleanliness, trendiness, portability and more.
Insights gained from observing and engaging with consumers will reveal preferences for how they want to interact and use packaging. This insight allows TricorBraun packaging consultants the opportunity to better recommend available and meaningful packaging solutions. It also provides the design and engineering group with a foundation to develop custom packaging solutions with the internal innovation team and also with outside development partners. This type of thinking ultimately helps to evolve currently available packaging solutions.
TricorBraun continues to invest in conducting consumer research in an effort to better understand consumer needs and behavior in a way that translates to meaningful development opportunities. As a TricorBraun package designer, Rachel Murphy, explains it this way, "With the results of this type of research in hand, I am able to design more effective solutions that resonate with consumers. The research gives meaning and purpose to our designs. Meeting consumer needs rather than designing for the sake of design is always the objective. And trust me when I say that we are always enlightened and often surprised by the feedback we receive during these focus groups."
TricorBraun believes that package performance and a positive consumer experience are critical to driving brand loyalty. Finding ways to connect with consumers is becoming more and more important. According to Becky Donner, senior VP of design & engineering at TricorBraun, "We continue to be committed to an exploration of consumer preferences in order to deliver insight-driven package solutions that are innovative, yet mindful of real world constraints. It's no longer enough to just be noticed on the shelf; the functionality of the product's packaging must be well thought out and designed to create the best experience possible. By looking inside the mind of the consumer and gleaning a picture of how and why they use products, we are able to elevate every aspect of packaging design to help you win on shelf and help consumers win at home."
TricorBraun Design & Engineering Group is a business unit of TricorBraun.