This chapter explores approaches to consumer-driven optimization of
package design utilizing rule developing experimentation (RDE). The approach
comprises dynamic creation and testing of a large number of design prototypes with
consumers. RDE then uncovers optimal solutions, both on an aggregated, segmented
(pattern-based latent mind-set segmentation) and on an individual-by-individual basis.
Disciplined experimentation produces more targeted package designs, generating higher
appeal to the consumers. The proposed steps describe a fast, parsimonious and
actionable process, applying RDE to packages, providing in turn necessary input to
designers about consumer preferences. The chapter demonstrates that systematic
exploration using experimental design should be a central part of the initial, knowledgegathering
phase in package design. The steps of fitting the research into the package
design process are shown. These steps constitute a cost-effective and efficient way to
include consumers in the early stages of package design.
Keywords: Conjoint analysis, experimental design, interaction, package design,
package design optimization, regression analysis, rule developing
experimentation, suppression, synergism.
