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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.
Thinking Outside the Box
A package can sometimes be your first point of contact with consumers, so packaging is critical to communicating the true equity of the brand, says Jon Kramer, chief marketing officer at RockTenn Merchandising Displays, a Norcross, Ga.-based in-store marketing and merchandising solutions provider. “You can never underestimate the importance of packaging. [It’s] really your first moment of truth.” ...Continue
Diet Pepsi's New Skinny Can: A Brand Heavyweight?
PepsiCo Inc. threw some weight behind its Diet Pepsi brand by introducing a new “skinny can” at New York Fashion Week in February, and picked up some controversy along the way. The Purchase, N.Y.-based soft drink giant’s campaign showcased the new, sleeker look for its Diet Pepsi cans at several events during Fashion Week, including a style studio designed by fashion commentator Simon Doonan and sponsorship of designer Betsey Johnson’s fashion week show....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
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