Packaging and in-market impact: Uncovering the drivers of success
Scott YoungPerception Research Services International
At PRS, we evaluate hundreds of new packaging systems annually – and our clients often (and understandably) ask if we are able to accurately predict the impact of packaging on in-market sales. Fortunately, the quick answer is "Yes!" This fact has been validated by "meta-analyses" conducted by clients, analyzing PRS study findings and sales data across 50+ studies. It has also been illustrated by numerous cases of both "successes projected" and "disasters foretold" for both re-stages and new products. Through these analyses – and academic...