Packaging Made Perfect: Breakthroughs with Left and Right Brain Brainstorming
Published 5/18/2009
Author: Nancy Pekala
Nancy Pekala is the AMA Director of Online Content and Editor of Marketing Matters.
Summary
After spending 100 years in the same yellow box, Argo Corn Starch received a major makeover thanks to innovative qualitative techniques using left-brain and right-brain brainstorming that led to packaging breakthroughs.
An unchallenged brand leader in its category for over a century, Argo found itself facing stiff competition in 2007 resulting in a 7.5% decline in shipments and 3.2 point share loss. Speaking at the recent Symposium on Excellence in Qualitative Research, sponsored by the Qualitative Research Consultants Association, an AMA content partner, Babs Zepaltas, Senior Manager of Consumer Insights and Marketing Research for ACH Food Companies, explained how a packaging redesign resulting from qualitative research methods, helped turn Argo’s brand around.
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