Apr 12, 2024
Exploring Professional Perceptions of Packaging Design 🇪🇺📦
Project Aim: Unveiling the Impact of Packaging on Brand Equity 🎯🍽️
MindMarket partnered with a leading hospitality, food, and beverage insights agency to conduct an in-depth qualitative study for Arla Pro, a leading European dairy brand. The objective was to explore how packaging influences brand recognition and equity within professional settings, aiming to identify ways to enhance Arla Pro's brand visibility and appeal through strategic packaging changes.
Methodology: Comprehensive Online Interviews 💻🔍
We conducted 10 online interviews per market, each lasting 60 minutes, across Denmark, Sweden, France, Germany, Finland, and the Netherlands. Our target respondents were key decision-makers in various restaurant settings, including quick service, casual, and full-service establishments. In Sweden and Denmark, we focused on recruiting respondents who actively use Arla Pro products, leveraging the brand's stronger presence in these markets. In the other regions, awareness of Arla Pro was sufficient for participation.
Challenges: Navigating Recruitment and Brand Recognition 🕵️♂️📊
Recruitment posed significant challenges, particularly in markets with lower brand recognition. Despite this, MindMarket successfully identified and engaged the right respondents. We provided local moderators to conduct the sessions, ensuring cultural and contextual relevance. Each session included testing stimuli, where moderators shared slides with design prototypes, and respondents completed a homework task, bringing examples of effective packaging design to the discussions.
Ensuring Cultural Relevance and Accurate Translation 🌐📜
A critical aspect of this project was translating session materials while considering local cultural differences. We worked with local linguists to transcribe each interview (intelligent verbatim) and translate it back to English, ensuring the client received culturally nuanced and accurate data for their analysis.
Insightful Outcomes: Guiding Brand and Packaging Strategy 🚀💡
The insights from these interviews provided Arla Pro with a detailed understanding of the role packaging plays in a professional capacity. The data, accompanied by English transcripts of each session, offered clear guidance on how to enhance brand recognition through packaging. These insights are crucial for Arla Pro's efforts to refine their packaging strategy and strengthen their brand equity across diverse markets.
This project highlighted MindMarket's expertise in managing complex, multi-market qualitative research, from challenging recruitment to insightful data collection and analysis. By acting as an extension of our client's team, we delivered actionable insights that will inform strategic decisions and drive brand growth.
#MindMarketInsights #PackagingResearch #BrandEquity #ArlaPro #MarketResearch #HospitalityInsights #FoodAndBeverage #ConsumerInsights #QualitativeResearch