Package Design Research: One Package for China, Mexico, the US, and India

Parents in four countries see the same category very differently. The package still had to work for all of them.

THE CHALLENGE:

A global medical device and healthcare company needed one package design for a kids’ nutritional shake that would work across China, Mexico, the US, and India.

THE REMCAL INSIGHTS APPROACH:

We ran the US research and oversaw fieldwork in the other three markets, hiring native-language moderators, briefing them, leading analysis and reporting. Ten focus groups in total. Consumers first evaluated designs on a mock shelf to test standout, then discussed individual design elements and what the brand meant to them.

THE IMPACT:

One package design research direction that held across all four markets, with specific adjustments per market. Category perceptions differ sharply by culture. The value was knowing which elements were universal and which had to flex.