13. Action and Reality: Using Video for the Package Experience

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch13

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

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

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330

SEARCH

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