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Packaging is a potent marketing tool and package design research
provides guidance as to how packaging should be leveraged. Every
packaging-related decision is fraught with risks. That being so, package
design research is only as valuable as the researcher’s ability to
reduce those risks. That ability, in turn, depends on how well a company
understands package design research, not only its potential but its
limitations and pitfalls.
Qualitative and quantitative are the two categories of package design
research and it is fundamental to understand the difference.
Qualitative research explores and delves, typically to generate ideas,
theories, and hypotheses. Quantitative research generates statistics
derived from data sourced from sample sizes large enough to be
projectable.
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