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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.
Unilever Tackles the Ugly Underarm
Winning over new customers is particularly difficult, however. Some 50% of deodorant buyers reported using the same brand in the last 12 months, and 29% said they tried a new product but didn’t switch to it, according to a survey conducted last fall by market-research firm Mintel International.
Enter Unilever and its new angle on selling deodorant to women: A product that claims to make underarms not only odor-free but prettier.
...Continue
Whitens, Brightens and Confuses
An explosion of specialized pastes and gels brag about their powers to whiten teeth, reduce plaque, curb sensitivity and fight gingivitis, sometimes all at the same time. Add in all the flavors and sizes, plus ever-rising prices, and the simple errand turns into sensory overload....Continue
New and Improved Indeed
It is well documented that packaging has a direct impact on sales, most notably in influencing many purchase decisions that take place at the point of sale. Research studies also repeatedly find that innovative packaging systems (new shapes, materials, dispensing systems, etc.) are very powerful in their ability to differentiate brands, justify price premiums and/or increase brand loyalty....Continue
"The Package is the Product"
New products are the “cornerstone” of nearly every growth strategy, and most companies invest a tremendous amount of time and money developing, testing and introducing new ideas. However, it is well documented that nearly 90% of new product introductions fail, often despite enormous amounts of advertising support. The obvious question is “Why?” and the answer is often the packaging. ...Continue
A Designer's Guide to Consumer Research
To many designers, the word "research" conjures up visions of their work dissected by housewives-turned-"art directors" -- or buried in a mind-numbing sea of numbers and data tables. However, as marketers recognize the power of design, consumer research is playing a larger role in the development and assessment of all forms of design, from packaging and point-of-purchase to direct mail, logos and Websites. ...Continue
Overcoming the Odds: Five Principles for Effective New Product Packaging
New products are the lifeblood of nearly every company's growth strategy – and the source of enormous investments in development, research and advertising....Continue
Breaking Down the Barriers to Packaging Innovation
Most executives understand that packaging innovation can add-value and drive sales. The challenge, explains Scott Young, is to identify opportunities for innovation...Continue