--- title: "shopper research: packaging - mind hack your shopper" description: Influence that final purchase decision. PLAY explores the mind of the shopper in a retail environment with a focus on packaging [shopper research and packaging] image: https://www.playinnovation.com.au/hubfs/isaiah-rustad-HBABoZYH0yI-unsplash.jpg --- [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) - [HOW WE WORK](https://www.playinnovation.com.au/how-we-work) - [Insights](https://www.playinnovation.com.au/insights) - [**Explore**Dig deep into unmet needs and prepare opportunity springboards](https://www.playinnovation.com.au/insights/explore) - [**Develop**Generate ideas and begin your concept development](https://www.playinnovation.com.au/insights/develop) - [**Prove**Test out your product and pack, and refine it ahead of launch](https://www.playinnovation.com.au/insights/prove) - [**Monitor**Understand your performance by evaluating in-market results](https://www.playinnovation.com.au/insights/monitor) - [INNOVATION](https://www.playinnovation.com.au/innovation) - [**Innovate Innovation**Refresh and retune your innovation process from beginning to end](https://www.playinnovation.com.au/innovation/innovate-innovation) - [**Fuelling the Pipeline**Get a focused pipeline of opportunities to deliver real growth](https://www.playinnovation.com.au/innovation/fuelling-the-pipeline) - [**Consumer-led Product Development**Agile check-ins with consumers earlier and more often](https://www.playinnovation.com.au/innovation/consumer-led-product-development) - [**Post-launch Radar**Figure out what worked (and why), so you can pivot and optimise](https://www.playinnovation.com.au/innovation/post-launch-radar) - Your Resources - [**Knowledge Hub**Access thought-provoking research on market trends and new product development](https://www.playinnovation.com.au/the-knowledge-hub) - [**Blog**For the latest news and updates on consumer insights and product innovation in FMCG](https://www.playinnovation.com.au/blog) - [**Case Studies**Results that prove we’ve got it. See how we helped FMCG brands innovate better](https://www.playinnovation.com.au/case-studies) - [WHO WE ARE](https://www.playinnovation.com.au/who-we-are) SEARCH [Get In Touch](https://www.playinnovation.com.au/contact) Enquire Today ![](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Blog%20Page/close-button.png) # shopper research: packaging - mind hack your shopper [![Arrow Down](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Global/banner-arrow.png)](https://www.playinnovation.com.au/blog/shopper-research-packaging-mind-hack-your-shopper#next) ## shopper research: packaging - mind hack your shopper by: **[Klara Bruveris](https://www.playinnovation.com.au/blog/author/klara-bruveris)** ###### ![how to mind hack your shopper](https://www.playinnovation.com.au/hs-fs/hubfs/isaiah-rustad-HBABoZYH0yI-unsplash.jpg?width=849&name=isaiah-rustad-HBABoZYH0yI-unsplash.jpg) Do you understand your shopper's mind enough to influence that final purchase decision? In this post PLAY researcher Dr. Klara Bruveris explores the mind of the shopper in a retail environment with a focus on packaging (one of our favourite topics!). --- ### **The reality** ###### In today’s retail environment, shoppers are presented with an[overwhelming number of options](https://www.playinnovation.com.au/blog/shopper-research-optimising-path-to-purchase-and-protecting-your-margins) and brand touch points. Countless decisions are being made along the customer journey but the final and most vital, is the decision made at the shelf. In reality, no one has time to evaluate the thousands of products in a supermarket or store. The human mind is a cognitive miser, finding shortcuts wherever possible. These habits and subsequent decisions are driven by emotional memories stored in the brain and called upon when we need them (what heroes!). But how do we form these memories, and what does this mean for your brand? ![Shopper looking at packaging](https://www.playinnovation.com.au/hs-fs/hubfs/gyorgy-bakos-MznGSDZXbhg-unsplash.jpg?width=889&name=gyorgy-bakos-MznGSDZXbhg-unsplash.jpg) ### Cutting through the noise To ensure success, brands must understand how shoppers make decisions and make the most of the opportunity to influence that crucial final purchase decision. Brands should create straightforward, efficient mental shortcuts to influence shoppers’ judgements and purchase decisions. Marketers must focus on brand salience, and respect shoppers’ existing associations, while constantly refreshing and rebuilding memory structures. It is essential to create and make use of a brand’s distinctive brand assets to connect with the mind of the shopper. The way your[product is packaged](https://www.playinnovation.com.au/blog/packaging-research-the-basics) (from the first advert, to the packaging on the shelf, to how society perceives it), all impacts on whether the shopper gravitates to your product.In-turn, this influences what brand somas (a memory that connects a certain emotional experience to a brand) will begin to develop, and future purchasing behaviour. [Heuristics](https://en.wikipedia.org/wiki/Heuristic), while providing a useful shortcut for purchase decisions, is a complex process affected by numerous external influences. To make it slightly more complex, everyone has different heuristics, different need-states and different ways they respond to different touch points. This has become increasingly fragmented and problematic in an era of personalised marketing.   ### Sounds messy. So, what can you do about it? If you want to understand the mind of the shopper and how to optimise your packaging for greater impact in the retail environment, it is important to first put yourselves in the shoes of the shopper. What decisions are being made and why? What different elements are involved in the decision-making process? A few things to consider: #### 1. The senses and shopping. Sorensen has conceptualised the three moments of truth in shopping: reaching, stopping and closing the sale. Holding the packaging is key to converting the shopper to a buyer. Your product needs to be in the right place. This is the place the shopper expects: the place the shopper can easily navigate to, and see. Head of Customer Insights at Endeavour Drinks Group, Rodney Sammut, recently told us, "If you look at decision hierarchies that shoppers have - it is driven by the store layout." ![How to mind hack your shopper](https://www.playinnovation.com.au/hs-fs/hubfs/clark-street-mercantile-ydcMwcfY5E0-unsplash.jpg?width=970&name=clark-street-mercantile-ydcMwcfY5E0-unsplash.jpg) ###### 2. The cognitive miser. Shoppers aren’t spending hours making a decision. In fact, on average a decision at shelf takes 3-5 seconds. Most of the time we act as cognitive misers, using mental short cuts to make decisions. Supermarket shopping, for example, is considered not to be hedonistic; it is habitual and often thought of as a chore. Grocery shoppers are largely ‘apathetic’ and ‘convenience’ shoppers, with only a small number who are ‘involved’. ![Grocery shopping is seen as a chore](https://www.playinnovation.com.au/hs-fs/hubfs/joshua-rawson-harris-YNaSz-E7Qss-unsplash.jpg?width=850&name=joshua-rawson-harris-YNaSz-E7Qss-unsplash.jpg) #### 3. Heurisitics and emotions. Our decisions in store are driven by emotion and what will make us feel good. ###### "The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions." ###### (Neurologist Donald Calne) In our contemporary brand-saturated world, we have also developed what Erik Du Plessis calls ‘brand somas’. These somas drive you, often unconsciously, towards a purchase decision. In fact, as Philip Graves argues, the greatest success a brand can have is when it becomes so synonymous with a person’s desire that "the unconscious mind has it as the answer before the conscious mind gets involved in considering the question". ![the unconcious mind of a shopper](https://www.playinnovation.com.au/hs-fs/hubfs/laurenz-kleinheider-OsC8HauR0e0-unsplash.jpg?width=841&name=laurenz-kleinheider-OsC8HauR0e0-unsplash.jpg) #### 4. Priming. The shoppers experience of your product will be dependent on how they've been primed. That first interaction with a brand is a very important moment. You want to develop emotional ties between you and your potential consumer as quickly as possible. This will not happen if the advertising (often the first time a shopper is introduced to your product) is focused purely on functionality.   #### 5. Social trends. It is no secret that while we often consciously crave to demonstrate our individuality, subconsciously we more often [act like sheep](https://www.playinnovation.com.au/blog/shopper-research-social-influencers-and-purchase-decisions). For example, in the wine category, even Millennials that exhibit independent behaviours in other categories are likely to revert to looking for traditional cues and authority figures. Therefore, it is important to consider developing or established trends and how they could potentially impact on a shopper’s interaction with a consumable. ![Millennials look for shopping cues](https://www.playinnovation.com.au/hs-fs/hubfs/kelsey-chance-ZrhtQyGFG6s-unsplash.jpg?width=902&name=kelsey-chance-ZrhtQyGFG6s-unsplash.jpg) #### 6. Fear. The [fear of losing something](https://www.playinnovation.com.au/blog/shopper-research-social-influencers-and-purchase-decisions) is felt particularly keenly by the shopper. As Kahneman and Tversky put it: "In human decision making, losses loom larger than gains." When used in advertising, it can prime shoppers either about your product or service, or that of someone else, in the case of comparative advertising. The McGuigan’s wine advert, for example, demonstrates how the company has cleverly played on Millennials’ fear of being made a laughing stock for bringing the wrong wine. ![McGuigan-Wine-768x473](https://www.playinnovation.com.au/hs-fs/hubfs/McGuigan-Wine-768x473.png?width=768&name=McGuigan-Wine-768x473.png) #### 7. Social change. More and more people in Australia, and globally, are becoming increasingly aware of their environmental footprint. This is demonstrated, for example, by the growing popularity of veganism. In Sydney there are now 63 restaurants dedicated purely to serving vegan food, and this number is fast-growing. We see this awareness of social impact driving trends on the supermarket shelf. People are not only looking for environmentally friendly products, but also packaging that reflects this. The packaging must create the right signals - and the product needs to follow through on the promise. ![Shoppers more aware of social impact](https://www.playinnovation.com.au/hs-fs/hubfs/nordwood-themes-nqPe1juwcdQ-unsplash.jpg?width=900&name=nordwood-themes-nqPe1juwcdQ-unsplash.jpg) We explore all of these key areas in juicy depth and provide **6 practical takeouts** in our **free report:** Packaging: Mind Hack Your Shopper \[Part 1\]. Featuring:  - Exclusive interview content with industry experts: - - Rodney Sammut (Head of Customer Insights at Endeavour Drinks Group) - Michael Sergeant (Global Marketing Manager at Casella Family Brands) - Justin Dowel (Managing Director at Natures Organics) - Important academic thinking and findings which apply to the retail environment. - Real world examples and practical tips for marketers. Download your copy today!  [![Download: Mind Hack Your Shopper ](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/2518731/5ba6e45c-9c56-4053-8ee5-3952493e1d23.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/2518731/5ba6e45c-9c56-4053-8ee5-3952493e1d23)   #### read it, love it, share it. ![Klara Bruveris](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Blog%20Page/author-default-avatar.png) about the author ### [Klara Bruveris](https://www.playinnovation.com.au/blog/author/klara-bruveris) ###### ask the author ### categories [the art of failing forward into successful NPD innovation](https://www.playinnovation.com.au/blog/failing-forward-into-successful-npd-innovation) [create a triple win by trying NPD “yes, and” with retail buyers](https://www.playinnovation.com.au/blog/create-a-triple-win-by-trying-npd-yes-and-with-retail-buyers) [recession proof: ramping up innovation during an economic downturn](https://www.playinnovation.com.au/blog/recession-proof-ramping-up-innovation-during-an-economic-downturn) [listen or lose! the consumer-led way to avoid new product disaster](https://www.playinnovation.com.au/blog/listen-or-lose-the-consumer-led-way-to-avoid-new-product-disaster) [an action plan for FMCG businesses to avoid the ACCC’s campaign against greenwashing](https://www.playinnovation.com.au/blog/action-plan-avoid-campaign-against-greenwashing) [wins & woes in online grocery shopping: the experts weigh in](https://www.playinnovation.com.au/blog/wins-woes-online-grocery-shopping-trends) ### recent posts [The PLAY team’s top product picks for 2024](https://www.playinnovation.com.au/blog/plays-2024-product-picks-0) [smart choices in AI: how to evaluate consumer research AI tools](https://www.playinnovation.com.au/blog/smart-choices-in-ai) [the art of failing forward into successful NPD innovation](https://www.playinnovation.com.au/blog/failing-forward-into-successful-npd-innovation) ### play perspectives [get to market faster with innovation sprints](https://www.playinnovation.com.au/blog/get-to-market-faster-with-innovation-sprints) [reaching new highs: Australia's cannabis industry](https://www.playinnovation.com.au/blog/australia-cannabis-industry-excerpt) ## related posts all innovation shopper insights segmentation and market understanding brand and communication product testing packaging research ![](https://www.playinnovation.com.au/hubfs/arrow-right.png) Close ## [The PLAY team’s top product picks for 2024 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/plays-2024-product-picks-0) ## [smart choices in AI: how to evaluate consumer research AI tools ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/smart-choices-in-ai) ## [the art of failing forward into successful NPD innovation ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/failing-forward-into-successful-npd-innovation) ## [beyond taste: 6 key sensory testing tips for FMCG product success ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/6-key-sensory-testing-tips) ## [the reduce, reuse, recycle of innovation ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/3-rs-product-innovation) ## [PLAY’s 2023 product picks: innovation, indulgence and automation ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/plays-2023-product-picks) ## [3 tips for turning NPD stage-gate into a benefit, not a burden ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/3-tips-for-turning-npd-stage-gate-into-a-benefit-not-a-burden-retail-world-october-issue) ## [create a triple win by trying NPD “yes, and” with retail buyers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/create-a-triple-win-by-trying-npd-yes-and-with-retail-buyers) ## [4 Overlooked Opportunities in a Recession ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/4-overlooked-opportunities-in-a-recession) ## [recession proof: ramping up innovation during an economic downturn ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/recession-proof-ramping-up-innovation-during-an-economic-downturn) ## [listen or lose! the consumer-led way to avoid new product disaster ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/listen-or-lose-the-consumer-led-way-to-avoid-new-product-disaster) ## [preventing a costly relaunch misstep ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/how-to-minimise-risk-for-product-launches-0) ## [“PLAY’s ability to simplify what is sometimes a complex innovation research process worked perfectly for us." ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/1499089266033-resources/-testimonial-2) ## ["PLAY have shown a strong understanding of research approaches, consumer brands and the FMCG categories we operate in." ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/1499089266033-resources/-testimonial-3) ## [an action plan for FMCG businesses to avoid the ACCC’s campaign against greenwashing ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/action-plan-avoid-campaign-against-greenwashing) ## [wins & woes in online grocery shopping: the experts weigh in ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/wins-woes-online-grocery-shopping-trends) ## [UK HFSS legislation: understanding the impact on FMCG ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/uk-hfss-legislation-understanding-impact-fmcg) ## [How to rally stakeholders to create a real “portfolio” of innovations (not just 28 line-extensions) ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-innovation-consultant-can-diversify-portfolio) ## [how to find actionable NPD innovation insights ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-find-actionable-npd-innovation-insights) ## [tips for effective (yet effortless) product concept testing ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/tips-effective-effortless-product-concept-testing) ## [to benchmark or not? that’s not quite the question. ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/to-benchmark-or-not-thats-not-quite-the-question) ## [4 tested tips to supercharge your NPD success in FMCG innovation ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/4-tested-tips-to-supercharge-your-npd-success) ## [Consumer sensory testing: fail forward or innovate fast? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/consumer-sensory-testing-fail-forward-innovate-fast) ## [ingredient substitution: how to deliver perceived value AND increase profit margins ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/deliver-perceived-value-and-increase-profit-margins) ## [fuelling the pipeline ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/fuelling-the-pipeline) ## [getting to market faster with design sprints ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/getting-to-market-faster-with-design-sprints) ## [package testing: how to spot unmet opportunities ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/package-testing-how-to-spot-opportunities-eye-tracking) ## [why FMCG product development should adopt sensible sustainability ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/why-fmcg-product-development-should-adopt-sensible-sustainability) ## [product performance analysis and inflation ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/product-performance-analysis-inflation) ## [supermarket product shelf testing like you've never seen it before ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/consumer-sensory-testing-fail-forward-innovate-fast) ## [3 tips for packaging research success ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/3-tips-for-packaging-research-success) ## [how to prioritise your research: when to invest or spend less ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-prioritise-your-research-when-to-invest-or-spend-less) ## [how to use design sprints for superior innovation outcomes ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-use-design-sprints-for-superior-innovation-outcomes) ## [how to free up your time and educate your team to create killer concepts ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-free-up-your-time-and-educate-your-team-to-create-killer-concepts) ## [get ROI on consumer insights: failsafe tips to prove that innovation research is worth it ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/get-roi-on-consumer-insights-failsafe-tips-to-prove-that-innovation-research-is-worth-it) ## [dairy ideas that deliver to future focussed consumer needs ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/innovation/fuelling-the-pipeline) ## [balancing brand recognition with SKU differentiation on shelf ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/insights/prove) ## [understanding shopper response to a new type of cold & flu product ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/innovation/post-launch-radar) ## [using segmentation to inform a better, more consumer-focused approach to innovation ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/insights/explore) ## [identifying matches made in heaven (or hell!) ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/insights/develop) ## [bringing stakeholders and consumers together to develop powerful messaging ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/innovation/consumer-led-product-development) ## [expedite launch into a new category with innovation sprints ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/innovation/innovate-innovation) ## [pressure testing our product post-launch ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/insights/monitor) ## [why products succeed and why they fail ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/why-products-succeed-and-why-they-fail) ## [FMCG trends: post-pandemic predictions for 2022 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/post-pandemic-fmcg-trends-predictions-for-2022-excerpt) ## [The new way to market zero and low alcohol products ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-market-zero-and-low-alcohol-products) ## [how much does market research really cost in Australia? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-much-does-market-research-really-cost-in-australia) ## [how to write a product concept that delivers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-write-the-perfect-concept) ## [protecting your core range: is anyone 'normal' anymore? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/protecting-your-core-range) ## [video: how do we take the start-up spirit into big business? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/take-the-start-up-spirit-into-big-business) ## [PLAY's product picks of 2021 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/plays-product-picks-of-2021) ## [2021 Product of the Year Awards: why did they win? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/2021-product-of-the-year-awards-review) ## [upfront research: save money now, secure your product's future ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/innovation-research-save-money-now-secure-your-products-future) ## [pivoting in a pandemic: what we can learn ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/pivoting-in-a-pandemic) ## [is your innovation process agile or fragile? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/is-your-innovation-process-agile-or-fragile) ## [how Amazon is impacting FMCG in a post-pandemic world ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-amazon-is-impacting-the-australian-fmcg-sector) ## [the biggest soft drink trends for 2021 and beyond ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/the-biggest-softdrink-trends-for-2021-and-beyond) ## [the biggest alcohol trends for 2021 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/the-biggest-alcohol-trends-for-2021) ## [reimagining convenience with David Jones and bp concept stores ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/david-jones-bp-concept-stores-review) ## [busted: what consumers really think about popular product claims ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/what-consumers-think-about-popular-product-claims) ## [retail trends 2020: a COVID-19 Christmas ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/retail-trends-2020-covid-christmas) ## [our top 4 tips for running a remote innovation sprint ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/running-a-remote-online-innovation-sprint) ## [hey Google, how do I use a smart speaker to enrich consumer research? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-use-smart-speakers-for-consumer-research) ## [how to find your product's sweet spot with rapid sensory research ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-rapid-sensory-profiling-can-help-you-find-your-sweet-spot) ## [top natural trends for 2020 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/natural-trends-2020) ## [gen z to boomers: how to market to every age ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-market-to-every-age-report) ## [the future looks rosé: top alcohol trends in a pandemic ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/alcohol-trends-and-tips-for-a-post-pandemic-world) ## [video: all you need to know about in-home product testing in 3 minutes ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/video-in-home-product-testing-101) ## [get to market faster with innovation sprints ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/get-to-market-faster-with-innovation-sprints) ## [video: FMCG trends and tips to gain a competitive edge during a crisis ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-tips-to-gain-a-competitive-edge) ## [how you can nail your online offering with digital shopper ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-you-can-nail-your-online-offering-with-digital-shopper) ## [solved: how to build a powerful brand ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/build-a-powerful-brand-report-excerpt) ## [3 ways sensory research safeguards success ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/3-ways-sensory-research-safeguards-success) ## [the biggest alcohol trends for 2020 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/the-biggest-alcohol-trends-for-2020) ## [reaching new highs: Australia’s cannabis industry ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/australia-cannabis-industry-excerpt) ## [innovating in a complex category ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/innovating-in-a-complex-category) ## [5 ways to deliver effective sensory research (without blowing the budget) ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/5-ways-to-deliver-sensory-research-without-blowing-the-budget) ## [5 top tips for a successful seasonal pack promotion ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/5-tips-for-successful-seasonal-packaging) ## [how to build a sensory story at the largest CLT facility in Australia ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sensory-research-largest-clt-facility-in-australia) ## [optimise path to purchase and protect your margins ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-optimising-path-to-purchase-and-protecting-your-margins) ## [how eye-tracking will transform your shopper research ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/eyetracking-will-transform-your-shopper-research) ## [why mini in-home usage trackers should be in your budget ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/why-in-home-usage-trackers-should-be-in-budget) ## [stretching beyond a brand's heartland ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/stretching-beyond-a-brands-heartland) ## [Gen Z vs. Millennials: 6 ways they’re different ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/gen-z-vs.-millennial-consumers-6-ways-theyre-different) ## [sustainability: getting the green light from consumers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sustainability-getting-the-green-light-from-consumers) ## [how to minimise risk for new product launches ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/how-to-minimise-risk-for-product-launches) ## [how to effectively present and share insights within your organisation ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-effectively-present-and-share-insights-within-your-organisation) ## [achieving faster sensory analysis with product clinics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-research-achieving-fast-track-sensory-analysis-with-product-clinics) ## [5 ways to get your product into consumers' healthy routines ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-how-to-get-your-product-into-consumers-healthy-routines) ## [getting into the online shopper's basket ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/retail-trends-getting-into-the-online-shoppers-basket) ## [natural trends: connecting with these consumers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-connecting-with-your-consumers-its-only-natural) ## [FMCG trends: the future of soft drinks ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-future-of-soft-drinks) ## [video: the benefits of making market research more human ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/video-research-the-benefits-of-making-market-research-more-human-case-study) ## [concept testing: the basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/concept-testing-the-basics) ## [sensory research: back to basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sensory-research-the-basics) ## [alcohol trends: tapping into health conscious drinkers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/alcohol-trends-tapping-into-health-conscious-drinkers) ## [innovation research: consumer-led product design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/innovation-research-consumer-led-product-design) ## [packaging research: back to basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-research-the-basics) ## [FMCG trends: the rise of small, innovative wellness businesses ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-rise-of-innovative-niche-wellcare-players) ## [FMCG trends: adapting to an older market ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-adapting-to-an-older-market) ## [FMCG trends: the snacking revolution ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-snacking-revolution) ## [shopper trends: the changing face of Australia ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-trends-the-changing-ethnic-face-of-australia) ## [retail trends: leveraging the Chinese 'daigou' shopper opportunity ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/retail-trends-leveraging-the-chinese-daigou-shopper-opportunity) ## [FMCG trends: adapting to plant-based consumer demand ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-adapting-to-plant-based-consumer-demand) ## [packaging research: the e-commerce difference ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-research-the-e-commerce-difference) ## [shopper research: applying semiotics for packaging success ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-applying-semiotics-for-packaging-success) ## [shopper research: how fear influences purchase decisions ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-how-fear-influences-purchase-decisions) ## [product testing: start ABC testing your product ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/product-testing-what-is-abc-testing) ## [shopper research: packaging - mind hack your shopper ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-packaging-mind-hack-your-shopper) ## [product testing: is an in-home usage test the solution? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/product-testing-is-an-in-home-usage-test-the-solution) ## [shopper research: the paradox of choice ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-the-paradox-of-choice) ## [putting sydney’s paddy’s market on the map ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/putting-sydneys-paddys-market-on-the-map) ## [coffee: enabling a strategic product call at lightning speed ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/enabling-a-strategic-product-call-in-less-than-24-hours) ## [wild turkey bourbon wins with new pack design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/wild-turkey-wins-with-new-pack-design) ## [market segmentation: the Millennial mishap ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/market-segmentation-the-millennial-mishap) ## [the beginner's guide to: animated concept testing ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/the-beginners-guide-to-animated-concept-testing) ## [co-creation: the secret to better packaging design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/co-creation-the-secret-to-better-packaging-design) ## [packaging matters: new 'country of origin' food labels ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-matters-new-country-of-origin-food-labels) ## [naming research: is your product name a winner? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/naming-research-is-your-brand-name-easy-to-digest) ## [food trends: the reduced sugar rush ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/food-trends-the-reduced-sugar-rush) ## [chocolate trends: a sweet or sticky situation? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/chocolate-trends-a-sweet-or-sticky-situation) ## [it's 'go time' for convenience retailers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/its-go-time-for-convenience-retailers) ## [online qual research: context collapse ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/online-qual-research-context-collapse) Sorry, no items found. Try again. Load more ###### Insights - [Explore](https://www.playinnovation.com.au/insights/explore) - [Develop](https://www.playinnovation.com.au/insights/develop) - [Prove](https://www.playinnovation.com.au/insights/prove) - [Monitor](https://www.playinnovation.com.au/insights/monitor) ###### INNOVATION - [Innovate Innovation](https://www.playinnovation.com.au/innovation/innovate-innovation) - [Fuelling the Pipeline](https://www.playinnovation.com.au/innovation/fuelling-the-pipeline) - [Consumer-Led Product Development](https://www.playinnovation.com.au/innovation/consumer-led-product-development) - [Post Launch Radar](https://www.playinnovation.com.au/innovation/post-launch-radar) ###### Resources - [Knowledge Hub](https://www.playinnovation.com.au/the-knowledge-hub) - [Blog](https://www.playinnovation.com.au/blog) - [Case Studies](https://www.playinnovation.com.au/case-studies) ###### COMPANY - [How We Work](https://www.playinnovation.com.au/how-we-work) - [Who We Are](https://www.playinnovation.com.au/who-we-are) - [Join our Team](https://www.playinnovation.com.au/join-our-team) - [Get in Touch](https://www.playinnovation.com.au/contact) [![PlayInnovation\_S2\_Logo\_RGB-2 PLAY 2.2 White Logo Transparent Background](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background.svg "PlayInnovation_S2_Logo_RGB-2 PLAY 2.2 White Logo Transparent Background")](https://www.playinnovation.com.au/) [![PlayInnovation\_S2\_Logo\_RGB-2 PLAY 2.2 White Logo Transparent Background](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background.svg "PlayInnovation_S2_Logo_RGB-2 PLAY 2.2 White Logo Transparent Background")](https://www.playinnovation.com.au/) © 2026 PLAY. All Rights Reserved. - [Privacy Policy](https://www.playinnovation.com.au/privacy-policy) Follow Us on - ```json { "@context": "https://schema.org", "@type": "Organization", "url": "https://www.playmr.com.au/", "name": "Play Market Research", "logo": "https://www.playmr.com.au/hs-fs/hubfs/Assets%202017/Retina.png?width=330&name=Retina.png", "sameAs": [ "https://www.facebook.com/playmr", ] } ```