Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

The power of the 'aesthetic imperative' (sidebar)

The benefits of ethnography

A technique that is fast gaining favor for gaining reliable consumer insights about how consumers view and use products is a process called ethnography. In simplest terms, it is the study of human behavior in its natural environment.

E&J Gallo Winery, Modesto, CA, makes extensive use of ethnographic research. Melinda Wooten, manager of consumer research, says the winery uses such research to increase brand performance, mine consumer insights for new-brand development, and explore alternative packaging possibilities.

Annual Outlook Report: Sustainability
The road ahead for CPGs in 2025 and beyond—<i>Packaging World</i> editors review key findings from a survey of 88 brand owners, CPG, and FMCG readers.
Download Now
Annual Outlook Report: Sustainability
Coding, Marking, and Labeling Innovations Report
Explore our editor-curated report featuring cutting-edge coding, labeling, and RFID innovations from PACK EXPO 2024. Discover high-speed digital printing, sustainable label materials, automated labeling systems, and advanced traceability solutions that are transforming packaging operations across industries.
Access Report
Coding, Marking, and Labeling Innovations Report