How Travelex and Tetra Pak put the consumer to the centre of market research
Tetra Pak is primarily an engineering business, and the company has long used traditional market research techniques – such as observations and usability tests – to help with prototyping and refining its various packaging options. There were strong methodologies behind the research, Roberto Cavicchioli, consumer insight manager at Tetra Pak, told the Market Research in the Mobile World conference held in London in September 2016, but they were manageable only by experts – with technicians on hand to assess how small changes, of...