ABSTRACT
For many fast-moving consumer goods, the package is the first experience a consumer has with the product. As part of market our research services, we determine the best packaging options using advanced conjoint methods (Green & Srinivasan, 1978). The work owes much to a psychophysical heritage (e.g. Moskowitz, 1981)— systematic stimulus manipulation coupled with a simple respondent-rating task. The objective is to create mathematical models relating visual appeal to packaging options. End users can define most appealing packages and understand how package features contribute to consumer appeal. This provides client organizations the learning necessary to incorporate consumer input into short- and long-range packaging strategy.
