Research delivers customer feedback on smart packaging

Dan Rogers - 05 Nov 2009

New research is bringing the consumer's perspective into R&D for integrated electronic packaging.

UK consultancy Faraday is working with Sheffield Hallam University on feedback from consumer behaviour and surveys and is set to present some of the findings next week.

Faraday is in contact with organisations including Finnish R&D centre VTT and US-based firm Soligie and plans to begin work on electronic packaging solutions with companies from the fast moving consumer goods (FMCG) sectors in 2010.

Laurence Hogg, Faraday's expert in knowledge development, notes: 'We're already working with most of the FMCG industry already, such as Unilever and Heinz.'

Hogg believes that the results of the research will help engage FMCG companies with the concept of adding value to packaging with electronics.

The research results, in the form of storyboard concepts and presentation materials, will also be used to communicate with plastic electronics companies and to tailor electronic devices to match consumer demands.

Hogg comments: 'We want to find the unmet customer need, looking at the ways we can enhance user experience by using psychological and consumer behaviour research.

'The whole industry is dominated by technological push, but we want to start to get the market pull.'

 

Benefits

While a number of companies have already developed product demonstrators and are investigating potential applications for printed electronics in packaging - including PolyIC and Nicanti - Hogg argues little emphasis has been placed on what the customer wants.

He says: 'With the example of packaging displays and visual cues, it could become such a sensory assault that there is actually much more chance of messing up for brand owners. It could be great for 30 seconds and then really turn people off a product.'

Instead, the research has identified specific areas where consumers could benefit from integrated electronics. These include almost insensible vibrations on the surface of drinks bottles - which give the impression the product is a desirably cool temperature - and sounds used to confirm the opening or closing of medication to enhance feelings of safety.

Says Hogg: 'Generally, older people can be scared of the whole experience of taking medication and this is one of the reasons why there is a problem with compliance. One of the things that's valued about pharmaceuticals packaging is that is closes properly. This is linked to an auditory cue that can be translated on the pack into a click noise when it closes, which we can recreate with plastic electronics.

'If you use an auditory cue, made using a printed loudspeaker, the client can tailor the click sound used and that sound can then become a piece of IP they own.'