On March 5th 2021, Joachim Haag, isi Managing Director, gave a talk about isi DesignDescoding at the virtual qual360 conference. qual360 is Europe’s most popular qualitative conference for insight leaders and market researchers. Here you can watch the talk and gain a deeper understanding of this innovative isi service for better product design development. To find out more about the topic, read our blog post about DesignDecoding.
Topic: Bridging the gap between objective design parameters and consumer interpretations
How can packaging design generate purchase intention by conveying a product’s key benefits to specific target groups
Setting up a 2-step-methodology involving consumer testing (step 1) and expert designers’ interpretation (step 2)
Merging the results into a design code framework representing a holistic view of design codes to be put into place for future pack modifications or developments
Helping marketers and designers understand which elements are key transporters for which consumer desired messages
Find out more about DesignDecoding and Design Tests at isi:
Dr. Fabienne Hübener is a freelance science journalist specializing in the senses and sensory research. She has been writing for us since 2017 and also likes to accompany our team with the video camera in the lab and at conferences.