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What would you ask consumers about packaging they seek from CPGs?

A qualitative research consultant and publisher of PackageSPEAK.com, Kaylor Hildenbrand recently asked the Packaging World LinkedIn group the question you see in the headline above.

Said Hildenbrand: “Think about what your consumers might be dealing with—such as whether they place more value on time/convenience or cost, perceptions of ‘green,’ the importance of re-closure features.” Here are the questions the Packaging World LinkedIn group suggested:

- I would ask about reusability of packaging, package size, preferred closure systems, and general perceptions of cleanliness.
- Graphic design should be questioned. For example, do consumers realize the impact on the recycling stream of that windowed or hot-stamped carton?
- Do consumers know how and where to recycle used packaging? Do consumers care? Should they?
- Is the packaging made of combination of materials that is difficult to recycle, like paperboard + plastic laminate?
- Are consumers aware of landfill concerns and disposal infrastructure?
- Are pack sizes appropriate?
- How much product do consumers throw away each week and could more effective packaging reduce this waste?
- What frustrates people the most with today’s packaging? What changes would they like to see?
- How familiar are people about carbon footprint and its impact; do they care?

If you want to join the more than 3,000 other packaging professionals who are participating in lively discussions with the Packaging World LinkedIn group, please click here.  

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