Concept and Packaging Testing in the Food Industry

The key role of packaging in modulating consumer perception and response has led to a growing scientific interest over the years. However, the multidisciplinary nature of packaging research means that different approaches are being used to study it, which can be intimidating for those seeking to get started in this field. This chapter aims to facilitate this task by summarizing the basic information necessary to prepare an experiment on this topic. To that end, a brief review of the literature devoted to packaging within the field of consumer research is presented, in order to provide readers unfamiliar with the subject with a theoretical framework that encompasses the main insights and lines of research related to new packaging and concept testing. Next, the key points that characterize a packaging research experiment are discussed, summarizing the characteristics, opportunities, and limitations of the most common methods and experimental designs. Overall, this chapter is aimed at both design practitioners and academics interested in packaging research, seeking to provide them with the resources and basic knowledge necessary to start their own research.