Packaging and brand innovation with MotivBase: How to speak the consumer’s language

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Written by:

EVP & Group Director, Anthropology

By exploring any macroculture through the lens of the natural meanings consumers create around the topic, MotivBase gives us the pathway to discover microcultures within that have clear and tangible implications for packaging, branding, labeling and more.

For example, an exploration of natural skincare might yield a natural set of meanings (microculture) around post-consumer recycled plastics that consumers associate with the macroculture of natural skincare. Our technology is built in such a way so as to facilitate such discovery almost instantly, opening the door to packaging and branded innovation projects that already have consumer-led demand around them.

The process for such projects goes something like this –

Decode a macroculture, trend, category or idea.

Using MotivBase Trends, we can decode the consumer’s mental model around a given trend or type of product. These result in the identification of demand spaces that can impact brand and package development through a purely consumer-led lens.

Dive into demand spaces or microcultures.

‘Double Click’ into each demand space to understand them completely through a consumer-led lens, identifying messaging, labeling, packaging, and purpose related specifications that are already bubbling to the surface. Each area is then quantified in terms of its population reach, maturity, and projected growth.

Identify demand in the zone of innovation.

Plot all the opportunities on the zone of innovation to pin point those specific demand spaces that will yield the most value to your business given its growth trajectory and maturity.

Instead of identifying white space based on industry-led data like syndicated trend reports, MotivBase Trends ensures you examine and pin point brand and packaging opportunities through a consumer-led lens. These may not always align with your internal thinking and that is why this process is often so eye-opening. Not just in terms of what the opportunities are, but also in terms of what each platform means to the consumer and how that may or may not jive with internal assumptions.

What do you want to research today?