Chapter 13. Action and Reality: Using Video for the Package Experience
Published Online: 28 SEP 2009
DOI: 10.1002/9781444319330.ch13
Copyright © 2009 Howard R. Moskowitz, Michele Reisner, John Ben Lawlor, Rosires Deliza
Book Title
Packaging Research in Food Product Design and Development
Additional Information
How to Cite
Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Action and Reality: Using Video for the Package Experience, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch13
Publication History
- Published Online: 28 SEP 2009
- Published Print: 7 SEP 2009
ISBN Information
Print ISBN: 9780813812229
Online ISBN: 9781444319330
- Summary
- Chapter
Keywords:
- action and reality - video usage and package experience;
- experiencing packaging in world of three dimensions;
- ESOMAR Conference on innovation;
- Swanson's “FunFeast”;
- learning from FunFeast and working with packages and kids;
- rating concept on four rating scales;
- case history on towelettes;
- towelettes - helping us understand person-package interaction;
- working with kids and adults;
- FunFeast project - identifying “hot buttons” for moms and kids
Summary
This chapter contains sections titled:
Introduction
Swanson's “FunFeast”
Working with Kids and Adults
What We Wanted to Do
The FunFeast Stimuli
What We Learned about “Process” from the FunFeast Study
What We Learned about What Kids Want
Summing Up—What Did We Learn from FunFeast to Help Us Work with Packages and Kids?
On to Towelettes, Experimental Design of Ideas, Applications, and Conferences
What the Towelette Study Taught Us
What We Learn from Instructing Respondents to Evaluate Concepts on Different Scales
Need States—How Having Children “Drives” What's Important to a Respondent
Summing Up—What Did We Learn From Towelettes to Help Us Understand Person - Package Interaction?
Acknowledgments
References