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Making market research work for you

“No matter what the direction, market research can show packagers how to deliver success, cost-savings, or bigger market share.”

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Some of the good news in packaging is that it has become more closely aligned with corporate business strategies. More often than before, it has a seat at management’s table. The work of packaging professionals becomes an integral part of the entire product development and marketing cycle.

One result: Packaging managers play a bigger role in doing the homework that contributes to profits. They are more often involved in marketing research efforts. Market research can be critical in any packaged goods company’s efforts to find and specify packaging that meets the consumer’s needs. And it’s just as important to suppliers of packaging materials and machines.

The research might focus on the growth of stand-up pouches. Or—given today’s emphasis on sustainability—it could be the use of biopolymers. No matter what the direction, market research can show packagers how to deliver success, cost-savings, or bigger market share. It starts with asking questions such as:

• How do we translate market growth into profit for our business?

• What value does our product bring to the consumer or finished package?

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