A Quantitative and Qualitative Research Program
Conducted by Package InSight, at Clemson University
The research program and the White Paper were completed by Package InSight, a Clemson University partner that studies package performance, consumer attention and shelf impact in Clemson University's Cushop™ Consumer Experience Laboratory. The study consisted of sophisticated, in-context eye-tracking to measure consumer attention and purchase intent between transparent plastic folding cartons and comparable opaque paperboard folding cartons. Study participants also completed an extensive qualitative survey to determine: 1) packaging preferences; 2) perception of transparent plastic versus paperboard packages, in side-by-side comparisons; and 3) their expectations of the products packed in transparent plastic versus paperboard packaging.
All studies are reviewed by Clemson University's Packaging Sciences Department faculty in strict accordance to the established test methods and protocols.