Packaging & Design | september https://www.september-online.de Strategie & Forschung Tue, 29 Aug 2017 15:43:35 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.5 https://www.september-online.de/wp-content/uploads/2016/09/cropped-ICON-1-32x32.png Packaging & Design | september https://www.september-online.de 32 32 Implicit Quick Dive® http://september-online.de/en/implicit-quick-dive Fri, 18 Aug 2017 08:59:22 +0000 http://www.september-online.de/?post_type=project&p=3872

Ziel: die unsichtbaren emotionalen Reaktionen auf Marken und Werbemittel präzise messen; Unternehmen und Agenturen praktisch verwertbare Resultate liefern.

Why: Alle unsere Entscheidungen werden durch schnelle, unbewusste Emotionen beeinflusst und vorbereitet. Marken, Werbemittel und Verpackungen sind also nur dann erfolgreich, wenn sie beim Konsumenten positive emotionale Wirkung erzielen. Mit der heart.facts Emotionsforschung ist es möglich, diese Effekte objektiv und detailliert zu messen.

How: Die neue heart.facts Methode schlägt eine Brücke zwischen apparativen und explorativen Ansätzen. Dabei messen wir parallel bis zu 20 verschiedene psychophysiologische Reaktionen, die wir anhand von sieben trennscharfen emotionalen KPI detailliert nachweisen: Vertrauen, Sympathie, Attraktion, Nähe, Relevanz, Skepsis und Stress.

What: Unsere Kunden erhalten verlässliche Kennzahlen, die das emotionale Profil ihrer Marke und die emotionale Performance ihrer Werbemittel nachweisen. Die Methode ist für alle Kanäle geeignet und erlaubt es, die emotionale Leistung von z.B. Anzeigen, Plakaten, TV-Spots und Bannern zu vergleichen. Auch Konzepte, Texte, Mockups, Storyboards und Animatics können getestet werden.

psyphysdatenstoeme

Therapist smiling at her patient

]]> heart.facts emotion research – closer to the unconscious than any other method https://www.september-online.de/en/heart-facts-en/ Mon, 06 Mar 2017 17:02:38 +0000 http://www.september-online.de/?post_type=project&p=2928

Ziel: die unsichtbaren emotionalen Reaktionen auf Marken und Werbemittel präzise messen; Unternehmen und Agenturen praktisch verwertbare Resultate liefern.

Why: Alle unsere Entscheidungen werden durch schnelle, unbewusste Emotionen beeinflusst und vorbereitet. Marken, Werbemittel und Verpackungen sind also nur dann erfolgreich, wenn sie beim Konsumenten positive emotionale Wirkung erzielen. Mit der heart.facts Emotionsforschung ist es möglich, diese Effekte objektiv und detailliert zu messen.

How: Die neue heart.facts Methode schlägt eine Brücke zwischen apparativen und explorativen Ansätzen. Dabei messen wir parallel bis zu 20 verschiedene psychophysiologische Reaktionen, die wir anhand von sieben trennscharfen emotionalen KPI detailliert nachweisen: Vertrauen, Sympathie, Attraktion, Nähe, Relevanz, Skepsis und Stress.

What: Unsere Kunden erhalten verlässliche Kennzahlen, die das emotionale Profil ihrer Marke und die emotionale Performance ihrer Werbemittel nachweisen. Die Methode ist für alle Kanäle geeignet und erlaubt es, die emotionale Leistung von z.B. Anzeigen, Plakaten, TV-Spots und Bannern zu vergleichen. Auch Konzepte, Texte, Mockups, Storyboards und Animatics können getestet werden.

psyphysdatenstoeme

Therapist smiling at her patient

]]> Not everything looks good: optimal packaging design https://www.september-online.de/en/project/packaging-design/ Mon, 06 Mar 2017 16:11:50 +0000 http://www.september-online.de/?post_type=project&p=2908

Not everything looks good: optimal packaging design

Objective

to evaluate the impact of a new packaging design based on objective emotional indicators.

Why

september was tasked with testing a novel dessert cup. The client wasn’t just interested in usability but also in the influence of the pack on the emotional appeal of their long-standing traditional brand.

How

 We carried out heart.facts emotion research in four stages:
1) Measurement  with the help of a 3-D model
2) Measurement of the haptic prototypes
3) Measurement of reactions to the emotional brand profile before and after contact with the pack
4) In-depths to clarify the causality between measurements and the emotional experience (‘story’)

What

The client received insights that went far beyond the usual design and UX studies. Using objectively gauged KPIs, it was then possible to compare the new pack with other packaging in terms of usability and the brand lift achieved.

]]> Tool: The Lion’s Cage https://www.september-online.de/en/project/tool-the-lions-cage/ Mon, 06 Mar 2017 16:09:42 +0000 http://www.september-online.de/?post_type=project&p=2897

Tool: The Lion’s Cage

Objective

to see one’s own brand through the eyes of its customers.

Why

The target group is the best source for pinpointing the crucial USP and discovering which RTBs really do win people over. But how can we get consumers to slip into the role of marketing professionals? The best way is to play a game: Lion's Cage is an unconventional method with which to tease out pertinent arguments for a new product from your target group: via a competition.

How

Consumers with creative potential come together with product managers. The participants are split into several groups and given prototypes of new products, for which they are then asked to find suitable arguments and supporting evidence  for a commercial under time pressure. After the workshop, the Lions (representatives of the client) take their places on the jury to decide who’s come out on top to win the main prize.

What

Selectivity, inspiring templates for marketing, and a product management team who identify 100% with the results.

]]> Psyche over tongue: indications of quality in coffee https://www.september-online.de/en/project/psyche-over-tongue-indications-of-quality-in-coffee/ Mon, 06 Mar 2017 16:09:22 +0000 http://www.september-online.de/?post_type=project&p=2895

Psyche over tongue: indications of quality in coffee

Objective

to identify factors that driver the perception of quality in coffee

How

Over 20 possible 'quality triggers' were generated in a multi-stage process involving in-depths and focus groups with end customers and trendsetters (online food bloggers): from the origin of the bean, to roasting and packaging, right down to the cultural rituals associated with drinking coffee. Emotion research was then conducted to prove which of the many possible options really do have an emotional effect and are credible for the brand.

Why

When consumers rate the quality of a coffee brand more highly in a blind test than with prior knowledge of the brand, it's clear that the communication side needs tweaking. Apparently, it isn't enough just to offer a good coffee. Which is why our client wondered: What drives the perception of quality?

What

The insights from the emotion research gave our client a basis on which to design a new quality concept, including the development of a new TV and out-of-home campaign, which was in turn again evaluated using heart.facts emotion research.

]]> Old wine in new people https://www.september-online.de/en/project/old-wine-in-new-people/ Mon, 06 Mar 2017 16:08:15 +0000 http://www.september-online.de/?post_type=project&p=2889

Old wine in new people

Objective

to find insights into how to whet the appetite of younger consumers for wine.

How

In a multi-stage process comprised of focus groups, accompanied shopping trips, and tests of visuals and packaging, we analysed how the target group perceives the world of wine, and identified existing obstacles as well as levers with which to introduce younger consumers to this world.

Why

Young target groups are particularly cautious in their approach to wine drinking; it takes personal development to become a wine drinker. An international drinks manufacturer tasked september with researching insights into the branding of ‘young’ wine brands.

What

Stories and visual codes that tell a credible story are particularly vital for young consumers when it comes to wine. It’s a myth that young target groups are automatically drawn to a young product presentation – the important thing is that it doesn’t seem fusty. The study provided the customer with concrete recommendations for the brand story, packaging and design.

]]> Kids just wanna have fun https://www.september-online.de/en/project/kids-just-wanna-have-fun-en/ Mon, 06 Mar 2017 16:06:50 +0000 http://www.september-online.de/?post_type=project&p=2880

Kids just wanna have fun

Objective

to understand the children's worlds of today for the launch of a new hot chocolate drink

Why

A renowned soft drinks manufacturer commissioned september with research into the expectations that parents and children place in typical kids' products. These insights were to ensure a packaging design capable of attracting maximum attention.

How

In-home interviews in which children's rooms were viewed, followed by product tasting with mothers and children aged 6 to 10 years.

What

Specific definition of an attractive children's world within the context of packaging and product architecture, which gets both mothers and kids on board and can assert itself at the POS.

]]> The jackpot on the pack https://www.september-online.de/en/project/the-jackpot-on-the-pack/ Mon, 06 Mar 2017 16:05:07 +0000 http://www.september-online.de/?post_type=project&p=2872

The jackpot on the pack

Objective

to generate new ideas for competitions, pack coupons and interactive campaigns for younger people.

Why

A quantitative preliminary study by september revealed that younger target groups favour palpable financial benefits such as discounts and give-aways when it comes to on-pack promotions. They’re far less receptive to  the more ‘game-like’ competitions, coupon collecting and interactive campaigns. september was tasked with finding insights that make these promotions more attractive to younger people.

How

We deployed our innovative co-creation tool ‘n-tables’. This involved grouping people around 3 to 4 tables in a large room, with 4 creative consumers, one client representative and one of our moderators to each group. The tables or groups were each given a task, the solutions to which were subsequently presented to the participants of all groups (creating a certain degree of competitiveness). Since each table was occupied by a different age category, the solutions were somewhat geared towards specific target groups.

What

Co-creation led to the generation of unique action ideas capable of appealing emotionally to the younger target groups and getting them interested in on-pack promotions. What is more, the numerous insights resulted in an inspiring set of guidelines for developing future promotions in these target groups.

]]> Progressing from tradition: how a brand reinvents itself https://www.september-online.de/en/project/progressing-from-tradition-how-a-brand-reinvents-itself/ Mon, 06 Mar 2017 16:04:31 +0000 http://www.september-online.de/?post_type=project&p=2870

Progressing from tradition: how a brand reinvents itself

Objective

to reposition and rebrand an established confectionery manufacturer, and carry out a packaging design test.

Why

Our client’s confectionery brand has been in existence since the beginning of the 20th century. At the start of  our joint project, the brand was starting to show signs of ageing and was seeking to make a fresh start, not least against the background of what seemed to be an over-powerful brand leader.

How

A qualitative insight and design study in Germany and France served as the basis for the re-positioning. In selecting our methods we set great store by a playful research design to match the products offered by the brand.  The research focused on evaluating the logo and product name.

What

Once our recommendations had been implemented, the brand saw an unexpected level of sustainable growth amounting to as much as 20% in some of the lead categories.

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