Helping Packages Get Noticed on the Shelf Using RDE
Pp. 279-298 (20)
Howard R. Moskowitz,
This chapter explores approaches to consumer-driven optimization of
package design utilizing rule developing experimentation (RDE). The approach
comprises dynamic creation and testing of a large number of design prototypes with
consumers. RDE then uncovers optimal solutions, both on an aggregated, segmented
(pattern-based latent mind-set segmentation) and on an individual-by-individual basis.
Disciplined experimentation produces more targeted package designs, generating higher
appeal to the consumers. The proposed steps describe a fast, parsimonious and
actionable process, applying RDE to packages, providing in turn necessary input to
designers about consumer preferences. The chapter demonstrates that systematic
exploration using experimental design should be a central part of the initial, knowledgegathering
phase in package design. The steps of fitting the research into the package
design process are shown. These steps constitute a cost-effective and efficient way to
include consumers in the early stages of package design.
Conjoint analysis, experimental design, interaction, package design,
package design optimization, regression analysis, rule developing
experimentation, suppression, synergism.