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PRS' President Scott Young and other PRS experts have contributed research insights to dozens of publications. |
PRS Insights
PRS professionals regularly publish articles in Advertising Age, The Design Management Journal, Brand Packaging, Quirk’s Marketing Research, Package Design Magazine, Shelf Impact!, among many other publications.
These articles and white papers share insights and "lessons learned" from thousands of packaging, point-of-sale and print advertising studies conducted on a global level.
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PLEASE NOTE: all articles are listed in chronological order. If there is a particular question, issue, or topic of interest that is not addressed in these articles, contact us directly and we will respond shortly.
Marketers Should Consider Packaging When Reaching Older Consumers
Marketers of consumer goods know that packaging is key to increasing and maintaining sales. So what's being done in research, development and deployment of packaging targeted specifically at the largest and most moneyed demographics -- Boomers and Seniors? Jonathan Asher can't think of many manufacturers that are distributing products in packaging aimed specifically at the mature market. But, he believes, they should. ...Continue
Bringing Eye-Tracking to the Store
In this article, we’ll share highlights from three recent studies utilising PRS Mobile Eye-Tracking in retail stores. We’ll summarise specific learning from each study – and discuss how these findings link to larger underlying “shopping realities” that PRS has seen across studies, categories and countries. These examples will highlight the added-value that can be gained from eye-tracking....Continue
The Customization Debate
Brands want to infuse packaging into the shopper marketing mix, but the practicality of getting it done isn't clear. ...Continue
Battling the Backlash
Not long ago, a single-serve plastic water bottle suggested that a person was sophisticated and health-conscious. Today, that first impression might be more negative: a sign of waste, social irresponsibility or a lack of concern for the environment....Continue
Neuroscience Explains the Emotional Buy
How brands like Gerber and Chips Ahoy! are using neuroscience to study shopper emotions, understand purchase motivations and improve their package designs....Continue
Unseen is Unsold
Single-serve candy is perhaps the ultimate impulse category. With this in mind, we recently used our eye-tracking methodology to document how shoppers view the candy and gum rack and to determine which packages are successfully breaking through (and which are getting lost) in shelf clutter. ...Continue
Opening Eyes to Eye-Tracking
Eye tracking is a behavioral research approach that may be poised to become a standard practice in guiding package design. CPG companies can leverage it to assess shopper behavior and validate ideas....Continue
Brands Without Borders
Global package design can be simple and elegant in theory, but quite difficult in practice. A look at the challenges, with tips on getting it right....Continue
Doing Simple Design Well
While there have been some success stories, we’ve encountered other cases in which simple designs have been perceived as cheap and generic by shoppers. We’ve also seen that limited packaging information can create significant confusion and frustration at the shelf. With these potential risks in mind, we’d like to offer several guidelines for “doing simple well”. ...Continue
Packaging Design, Consumer Research, and Business Strategy: The March Toward Accountability
In this article, I’ll discuss the doubled-edged sword of accountability and its impact on the evolving relationship between consumer research and packaging design. I’ll also look ahead to the potential implications of marketers’ accelerating efforts to document the connection between packaging design and product sales.
...Continue