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Packaging design, consumer research, and business strategy: The march toward accountability
Author(s) -
Young Scott
Publication year - 2002
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2002.tb00324.x
Subject(s) - leverage (statistics) , accountability , marketing , business , measure (data warehouse) , process management , knowledge management , computer science , political science , database , machine learning , law
It may not be science, but there are research techniques to measure the effectiveness and leverage the results of package designs. Scott Young articulates the possibilities, the limits, and the best uses of this type of design research. Perhaps more valuable, he recommends specific steps managers can take to build collaborative and productive relationships among designers, experts in research, and decision makers in marketing and sales.