Designed and delivered a series of in-depth consumer and design studies over a period of 3 years, including key markets such as the UK, Germany and The Netherlands:

Conceptual Profiling: Led consumer workshops to understand how consumers perceive natural and healthy packaging, focusing on physical, sensory and design attributes that align with these values.

Experience Mapping: Conducted ethnographic studies to explore how consumers interact with margarine packaging, identifying key moments where design influences purchasing and usage.

Consumer Journey Analysis: Used further ethnographic data to map the entire consumer journey, from product discovery to disposal, to ensure the new packaging enhances the overall experience.

Design Analysis: Facilitated workshops to explore and evaluate design elements and physical characteristics, ensuring they align with the brand’s sustainability and health-focused messaging.

Concept Testing: Conducted consumer workshops to test design concepts, refining them based on feedback related to aesthetics, functionality, and sustainability.

Prototype Testing: Engaged in-depth consumer interviews to assess prototype performance in real-world conditions.

Material Analysis: Explored alternative materials in workshops, focusing on balancing cost, sustainability, and consumer expectations for natural-looking packaging.