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• User observation. A thorough test of packages requires that consumers operate them as they would in their normal routine. Ideally interactions between consumers and packages should be captured by using ethnography—the study of packaging used in a real-life environment such as the consumer’s home workplace or grocery store. However most often user observation is conducted through focus groups or individual testing in other settings such as a laboratory or a senior center. The assessment is often recorded using video cameras and sometimes it is supplemented by using the “think aloud protocol” in which consumers express their thoughts as they operate a package. A great advantage of this technique is that since real consumers are involved the observer needs to make few assumptions about their behaviors.
• Post-trialing. In post-trialing CPG observers measure usability after a consumer has handled a package. This method includes user interviews surveys questionnaires and performance measurements. Interviews provide a question-and-answer session or comment forum during which consumers describe what they experienced. Interviews are extremely useful for collecting qualitative data. Surveys or questionnaires can be used to gather written post-trialing insights. For both interviews and surveys or questionnaires the quality of the information gathered relates directly to the quality of the questions asked. Procedures must be carefully thought-out to gather the most pertinent information as there is no chance to seek clarification or further insight with either of these techniques.
In addition consider using specially designed performance measurements such as the Universal Design Performance Measures (UDPM). UPDM is a tool based on the seven universal design principles (discussed in the January/February article) and it is developed to identify potential areas for improvement so you can benchmark competing packages against your design and identify the strengths of each package design concept.
• Expert appraisal. An expert with professional experience assesses the package design concepts with consumers who will be using the packaging. This technique depends on the availability of suitable experts and their knowledge of the consumers who will be studied the package and of the context in which the package will be used.
The tools available to assess package usability with consumers vary in terms of their requirements of time effort and other resources. Brand managers marketers and package designers should choose the techniques that are appropriate to their level of commitment to consumers in universal-design packaging while also considering available resources.
CPGs that go beyond self-observation to test their packages and products will gain a competitive advantage by developing package designs that are more widely useful to consumers with a broad range of motor skills habits and desires.
The authors Javier de la Fuente and Audrey Whaling are Research Assistants in the School of Packaging at Michigan State University. Laura Bix is an Assistant Professor in the School of Packaging.
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