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Premium Liqueur: Evaluative Research
@ CRG Global
I led This evaluative user research project at CRG Global for a premium liqueur client. The high level objective of this study was to evaluate and understand users' attitudes and behaviors in relation to the client's new packaging design and elements. Some information is removed or modified and images are blurred due to confidentiality.
Background/Goals
The client needs evidence from research to determine whether or not their latest packaging design resonates with participants. They want to examine its findability and participants' attitudes and opinions of the prototype packaging.
The specific research questions and goals we aimed to address were:
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How long does it take a user to locate the current packaging on the shelf?
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How long does it take a user to locate the prototype packaging on the shelf?
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​Which elements of the new packaging improve findability and/or make the product more difficult to locate?
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Understand users' attitudes towards prototype packaging elements and their reasoning for those opinions.
Method
The methodology we chose for this study was a combination of a contextual interview, including A/B testing, and a client-participant focus group.
The sample size was 80 participants, both buyers and non-buyers of the client's flagship liqueur product. Of these respondents, 20 were invited back to participate in an hour-long focus group (10 respondents each).
Crucial Insights
85% of users preferred the original pack colors as opposed to the prototype's color scheme.
80% of users claimed that a certain 3-dimensional element on the original packaging allowed for the product to be more findable on the shelf.
66% of users preferred the prototype's new cap design and typography.
On average findability for the original packaging was 9.59 seconds faster than that of the prototype (buyers & non-buyers).
Most users prefer the original packaging's colors for its recognizability and, thus, ease of location on the shelf. Additionally, respondents felt that the new label material finish used on the prototype communicated lower quality. Buyers felt that this was not what they expected from this brand.
Users preferred the original 3-dimensional element as opposed to the prototype's for its feel and association with the brand as a seal of approval. Users also felt the new element was cheaper, once again being associated with lower quality.
Users preferred the prototype's cap design, as it provided a beneficial contrast, and aligned with the brand's premium image.
For additional findings/learnings, please contact kishankpatel11@gmail.com.
Research Impact
Product design pivoted due to research insights. The packaging was re-designed to factor in the beneficial design elements of the prototype.
The final packaging design utilized improved the client's brand awareness by 20% within the first 6 months of implementation.
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My Learnings
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It is crucial to understand the client's research goals in order to select the proper methodology and sometimes it's even necessary to push back if their pre-selected methodologies are not in alignment with the goal.
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Gaining feedback from stakeholders on past interviews provides guidance for script iteration and other study adjustments for future interviews.
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Building rapport with respondents is essential in gaining accurate and honest feedback.
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Always set guidelines and objectives for focus groups and communicate with participants that the diversity of opinions is essential in gaining accurate feedback.
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