10. What Should My Package Say?
Published Online: 28 SEP 2009
Copyright © 2009 Howard R. Moskowitz, Michele Reisner, John Ben Lawlor, Rosires Deliza
Packaging Research in Food Product Design and Development
How to Cite
Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) What Should My Package Say?, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch10
- Published Online: 28 SEP 2009
- Published Print: 7 SEP 2009
Print ISBN: 9780813812229
Online ISBN: 9781444319330
- concept testing and packaging;
- origins of our favorite breakfast food - first modern and commercial cereal foods;
- how companies get ideas on cereals;
- cereal—a matrix to develop new ideas;
- systematic combination of ideas;
- cereal flavors - traditional or niche;
- getting people and participating in interviews;
- cereal category - driven by slogans and images which phrases conjure up;
- text-based concepts and graphics;
- examining the frequent cereal eater
This chapter contains sections titled:
Talking about Cereal
Cereal—A Matrix on Which to Develop New Ideas
How the Company Gets Ideas for Cereal
Setting the Stage for Research—Systematic Combination of Ideas
Finding Ideas to Test—Sometimes Easier but Also Occasionally Harder than You Might Think
From “Germs of Ideas” to Composing Elements
Getting People to Participate in Interviews
What Test Concepts Look Like
A Look at the results—What Should We Say?
Looking at the Frequent Cereal Eater
Different Mind - Sets Lead to Stronger Messages!
How Many Segments Are Best?
Wrapping It Up—Now What?