Use case: Design packaging

Do consumers care about packaging?

Big FMCG companies spend a lot of time and money on packaging design. But is the outcome always what the customers want? Traditional research to find this out is time consuming, expensive and does not give real feedback. There are better, cheaper and faster ways to get concrete insights.

why should you read this case study?

For product managers, marketers and packaging designers, things are changing. New forms of research are available that can give you insights to develop products completely around the needs and preferences of the users. Are you dealing withg packaging and product marketing? Read this use case on how customer feedback can help you optimize your branding and packaging.

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of the perception of customers is based on the color of the packaging


increase of sales when a package appeals to the customer


of costs are made to design a single product packaging design

Analyzing free format text from traditional research

For a large FMCG company, Wonderflow was asked to run an analysis based on customer feedback that was collected through a regular research (approx 6.000 reviews). Wonderflow extracted the right data from the dataset in order to analyse the free format text. The project had a time-span of only 2 to 3 weeks from beginning (receiving the dataset) to end (reporting with actionalbe insights).

The challenges we faced:

  • Create a POV when starting with new technology in an existing market
  • Collect and extract the right dataset
  • Draw the right conclusions/actionable insights with focus on package design

Product packaging is considered as the ultimate opportunity for marketers to communicate the brand’s message visually

After analysing the feedback through NLP, Wonderflow found out two remarkable topics:

  1. Colour: Customers mention that they prefer white packaging more than colored ones
  2. Branding: Customers appreciate provocative product names such as “Attack Blossom” or “Power of 10 hands”

Results: Based on the analysis the packaging was redesigned following the clear and strong customer insights.


Using results from traditional research that otherwise could not be analyzed, Wonderflow has given clear and actionable insights for packaging design for a specific product and market.

The information in this case study is confidential. Brands and company names are anonymized.


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