How can you test and validate your packaging innovation ideas with your customers and stakeholders?

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Packaging innovation can help you stand out from the competition, attract more customers, and increase your sales. But how do you know if your new packaging design will work in the real world? How do you get feedback from your target audience and other stakeholders before launching your product? In this article, we will share some tips and methods on how to test and validate your packaging innovation ideas with your customers and stakeholders.

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1 Identify your goals and metrics

The first step in testing and validating your packaging innovation ideas is to define what you want to achieve and how you will measure it. Do you want to improve your brand awareness, customer satisfaction, loyalty, or retention? Do you want to reduce your costs, waste, or environmental impact? Do you want to increase your market share, revenue, or profit margin? Depending on your goals, you will need different metrics and indicators to evaluate your packaging performance and compare it with your current or alternative solutions.

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Cory Connors ????

Your Sustainable Packaging Source????| Top Voice LinkedIn | 90K+ on TikTok @Corygated | Host of Sustainable Packaging Podcast | IPPO Member | I'll Help You make your Packaging more Sustainable
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We spent years trying to reduce packaging costs and now those technique’s are being used to make packaging more sustainable and better for our environment. It’s exciting that we can do both!

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Harsh Patel

DigiBR&AD Creative | Swayur | Vallabh Prakrutik Farms | Founder at InsightsPoint | Retail Investor | Entrepreneur
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Setting clear goals not only drives focus but also sharpens stakeholder engagement. The key is aligning metrics with both customer expectations and internal priorities, ensuring every insight translates into action.

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2 Choose your testing methods

The next step is to decide how you will test your packaging innovation ideas with your customers and stakeholders. There are numerous methods and tools available, depending on your budget, timeline, and objectives. Surveys and interviews are a great way to gather opinions, preferences, feedback, and suggestions on your packaging design. Platforms like SurveyMonkey, Typeform, or Qualtrics can be used to create and distribute surveys, while tools like Zoom, Skype, or Google Meet can be used to conduct interviews. Focus groups and workshops are also useful for collecting qualitative data such as emotions, attitudes, perceptions, and insights. Venues like co-working spaces, meeting rooms, or studios can be used to host these sessions, while tools like Miro, Mural, or Jamboard can facilitate online collaboration. Usability testing and observation is another excellent method for collecting quantitative data such as time, errors, satisfaction, and retention. Tools like eye-tracking, heat maps, cameras, or sensors can be used to record and analyze the data.

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Harsh Patel

DigiBR&AD Creative | Swayur | Vallabh Prakrutik Farms | Founder at InsightsPoint | Retail Investor | Entrepreneur
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Choosing testing methods is about more than gathering data—it’s about understanding the emotional response behind it. A blend of qualitative and quantitative approaches provides a 360-degree view of packaging innovation.

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3 Analyze and validate your results

The final step is to analyze and validate your testing results and determine whether your packaging innovation ideas meet your goals and metrics. To do this, you can use data visualization and dashboards such as Excel, Tableau, or Power BI to create charts, graphs, tables, and dashboards that summarize and display your data. Additionally, you can make use of statistical analysis and hypothesis testing tools like SPSS, R, or Python to measure the significance, reliability, and validity of your results. Lastly, you can use Google Docs, Slides, or Sheets to create reports or presentations that communicate your findings and recommendations to customers and stakeholders. Testing and validating the packaging innovation ideas with customers and stakeholders is an essential step in making sure the design is effective, efficient, and appealing. By following these tips and methods, you can gain valuable insights that will help you optimize packaging performance and reach business goals.

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Joel Winer

Product Support Manager EMEA,iC3D, Hybrid Software Group
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3D visualisation with ray traced photographic output for packshots and 360 interactive photographic models in the cloud is a great way to validate your latest packaging designs. Whilst simulating various base materials and print finishing effects without the need for expensive physical prototypes. Discover iC3D 3D visualisation for packaging software. https://youtu.be/6mHerA0zj9w

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Harsh Patel

DigiBR&AD Creative | Swayur | Vallabh Prakrutik Farms | Founder at InsightsPoint | Retail Investor | Entrepreneur
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Data tells a story, but the magic happens when insights become action. Analyzing results should go beyond validation—explore unexpected trends, and you might discover opportunities that others overlook.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Harsh Patel

DigiBR&AD Creative | Swayur | Vallabh Prakrutik Farms | Founder at InsightsPoint | Retail Investor | Entrepreneur
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- Customer feedback isn't a one-time event; it’s an ongoing dialogue. Make iterations based on real-time feedback and show customers that their input shapes your final product. - Packaging isn't just about protecting the product; it's about storytelling. How does your packaging convey the value and mission of your brand? Think beyond features, think narrative.

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How can you test and validate your packaging innovation ideas with your customers and stakeholders?

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1 Identify your goals and metrics

2 Choose your testing methods

3 Analyze and validate your results

4 Here’s what else to consider

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