PRODUCT&PACKAGING TEST

Observation of consumer behaviour & routines

We cannot analyse our own actions, so the neutral observation of a skilled researcher is necessary if we are to gain insight into consumer behaviour. During observation, we avoid interference and review all sequences afterwards in a reflective process.

The role of observation in understanding consumer behaviour

Consumer behaviour is strongly influenced by a complex set of internal and external factors rooted in psychological, socio-cultural and environmental dynamics. These factors include perception, motivation, personality traits, cultural background, social class and the impact of marketing stimuli.

To fully understand consumer behaviour, observational methods are essential as they provide in-depth insights into how consumers interact with products and packaging at the POS. Through careful observation, researchers can identify the underlying motivations, preferences and decision-making processes that shape consumer behaviour. This observational approach is essential for companies who want to tailor their products and packaging to resonate effectively with their target audience.

Benefits of observation for product & packaging testing

In product testing, observation facilitates the examination of how consumers engage with different product features, providing insight into usability issues and areas for improvement. Similarly, in packaging testing, observation allows researchers to evaluate how consumers perceive and interact with different packaging designs, assessing their effectiveness in communicating brand identity and enhancing the user experience.

Understanding consumer routines and habits also enables companies to develop products and packaging that fit seamlessly into consumers' daily lives, driving brand loyalty and repeat purchase behaviour. By recognising and accommodating these routines, companies can enhance the consumer experience and build lasting connections with their target audience.

How we integrate observation into the packaging research process

We recently investigated the importance and role of packaging in the purchase process of electrical appliances. To find out what consumers look for in product packaging and at what point in the purchase process packaging is relevant, trained interviewers recorded shoppers' observable, uninfluenced behaviour at the POS. This provided insight into needs and decision-making behaviour at the POS:

How long do shoppers spend at the POS before making a decision?
How do they navigate around the POS? What routes do they take?
What behaviour can be observed?
Which products & packs do they touch/ take off the shelf? How do they interact with the packs at the POS?

The observations allowed us to capture unconscious behaviour that participants would not recall in an interview. For example, we observed that shoppers thoroughly investigate product properties, e.g. knocking on the cases, running their fingers over the materials to touch/feel the device, or disassembling parts.