Packaging Research

Packaging research is an area of specialty for PARK Research Partners. Kaylor Hildenbrand, Owner and Principal Consultant, frequently conducts packaging research and is active within the packaging industry attending trade shows and conferences. She has also collaborated with Michigan State’s School of Packaging on several projects.

Kaylor has presented workshops on packaging research and conducted ideation sessions regarding packaging innovation. She is often asked to present the research findings to various units within the client company, adding depth and relevance to the analysis, calling on insights collected over time.

Kaylor strongly encourages packaging manufacturers and designers to conduct consumer research upfront to strengthen their selling points and deliver solutions that are in line with their customer’s needs.

For early innovation, Kaylor touts the benefits of getting prototype packaging into the hands of consumers in their homes. Concept testing alone is not enough. She is also careful to consider those in the population who might have physical challenges (arthritis, compromised dexterity or sensation) and recommends including these consumers in the hands-on research.

Finding that consumers have a lot to say about packaging when asked, Kaylor recently launched PackageSPEAK (make a link) – a website where consumers are encouraged to share their likes, dislikes and frustrations with packaging and help to impact the industry. A version of the site can also be utilized by clients for gathering insights.