Year: 2012
Category: Pharmacy products (OTC)
Type of study: Packaging design test
Topic: What impact does a new pack design have on perception of the brand? To what extent does it become more attractive (for new customers as well)? How well or otherwise does it communicate the product characteristics?
Test material: 2 new packaging design routes
Research design: Expert interviews (B2B), Focus groups with consumers (B2C), accompanied shopping tours (B2C)
Target group: B2C / Users of pharmacy skin care products, B2B / pharmacists, dermatologists