BOTTLES, CAPS & CLOSURES: SENSORY RESEARCH


The five packs under scrutiny - can the choice of pack have an effect on a customer’s sensory experience of the product within?


Packaging for the senses? In an exclusive report for FMCG News, Stergios Bititsios examines how different bottles affect sensory experience


At MMR Research Worldwide, we are quite outspoken about the need for injecting consumer research into the packaging innovation process.


Stergios Bititsios is Associate Director, packaging and design of MMR Research Worldwide. For more information, visit www.mmr-research.com.


marketing mix and that brand owners should wake up and give it the level of attention it requires and deserves. Packaging is everywhere. It’s an integral part of our daily routine and ever present at the occasions that define our private, social and


W 26 | FMCG News | FMCGNews.co.uk


e argue that packaging should no longer be the poor relation in the


professional lives. Even when the product is consumed the packaging is still around. Its lifecycle is often longer than that of a product and becomes more meaningful and intimate after we leave the supermarket. We also argue that measuring


only ‘liking’ is not enough to understand whether a pack can nurture a strong and long standing relationship with the consumer, and subsequently the product and the brand. Think about it; in most cases, whilst it’s often important, we are not good friends with someone just


because we like them. There are more parameters that define and maintain the relationship. We choose to be friends with someone because they are honest, caring, supportive, knowledgeable, kind, smart, intelligent and so on. The perceptions, or to better phrase it, ‘conceptualisations’, we form about someone and associate them with, are the true drivers of our preference to be friends with them. The intensity of our relationships varies and that’s because we tend to prioritise our conceptualisations. The same


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