As it does each year, Lb Qualitative research is funding a research closely linked to its own work on responsible consumption. In 2011, we’re focusing on eco-friendly packaging.The research aims to take stock of a very salient issue at stake today: how is eco-friendly packaging perceived and recognized by consumers?
In order to get a global view of the topic, we have involved both consumers and experts as part of an exploratory and shopper approach.
Indeed, we have delved into knowledge, perception and understanding of eco-friendly packaging using focus groups and consumer shoppers in store. The idea was to get to the bottom of the issue by identifying consumer reactions to eco-friendly packaging in the real world, not just in a sit-down setting.
We also held one-on-one discussions with top experts (organizations, eco-design agencies, industrial groups, etc.) to get their informed perspectives on the topic and our consumer results.
With this research, we aim to provide key tools for firms to better understand their consumers’ expectations toward eco-friendly packaging, how to best invest in such packaging and what should be avoided.
The research’s results will be available in November. It will also be presented during the Marketing, Media and Opinions Show (SEMO) at the Palais des Congrès in Paris on November 3 at 2pm in room 242A.
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