Quad Expands Partnership With Package InSight to Help Brands Better Understand the Impact of Design on Consumer Behavior
April 14 2021 - 10:30AM
Business Wire
Partnership Builds on Quad’s Foundational
Marketing Expertise to Advance Understanding of Consumer
Interaction with Brand Creative
Quad/Graphics, Inc. (NYSE: QUAD) today announced it is enhancing
its integrated marketing solutions offering through a newly
expanded relationship with Package InSight, an organization that
studies brand packaging performance, consumer attention and shelf
impact. Through this partnership, brands and marketers who work
with Quad will have access to a unique, data-driven view of how
consumers engage with products during the shopping experience to
aid in decision-making.
Package InSight, a trusted source of consumer research, uses the
latest in biometric technology, such as mobile eye-tracking, facial
coding and brain activation, to study package performance, consumer
attention and shelf impact. The organization uses a strict
methodology to provide marketers with the proprietary data they
need to optimize ROI on brand creative. This complements Quad’s
existing measurement and analytics capabilities, giving brands and
marketers an end-to-end view of the customer journey.
“We are thrilled to enhance our marketing solutions offering
through this expanded partnership with Package InSight, which
focuses data-driven research at the intersection of design and
human behavior,” said Joel Quadracci, Chairman, President & CEO
of Quad. “Package InSight offers CPGs, brands and marketers the
ability to test brand creative concepts in a real-life retail
setting, providing them with a true view of consumer engagement and
their purchasing journey, all built on sound data and
analytics.”
Now, Quad clients have access to a physical space at the
Consumer Research Lab in Greenville, S.C., to manifest continuous
new brand thinking that can be prototyped, tested, refined and
produced, enhancing Quad’s unique marketing services and platform.
For example, brands are able to use the space as a mock retail
environment to test packaging design and shelf impact in a
real-life consumer setting.
The talented team of Package InSight employees will continue its
strong relationship with Clemson University and its Sonoco
Institute of Packaging Design and Graphics, providing marketers
with access to independent academic researchers.
“It’s incredibly exciting to see Package InSight achieve its
vision by integrating into Quad, where primary data will be used to
empower creative design for thousands of global brands,” said Dr.
Andrew Hurley, Founder of Package InSight. “We look forward to
working with Quad’s clients to help them quantitatively assess how
creative impacts consumer interactions.”
Package InSight’s research offering will now expand from its
current focus on brand packaging to include how brand creative
impacts digital, in-store, direct marketing and all brand
channels.
Plans are underway to expand the facilities at the Consumer
Research Lab to offer marketers an even more robust “sandbox” for
collaborative development to test and learn consumers’ response to
and interaction with creative and brand efforts prior to making
significant brand changes, brand or product launches and/or
campaign investments.
For more information, visit
https://www.quad.com/solutions/media-instore-packaging/packaging/.
About Quad
Quad (NYSE: QUAD) is a worldwide marketing solutions partner
that leverages its 50-year heritage of platform excellence,
innovation and strong culture and social purpose to create a better
way for its clients, employees and communities. The Company’s
integrated marketing platform helps brands and marketers reduce
complexity, increase efficiency and enhance marketing spend
effectiveness. Quad provides its clients with unmatched scale for
client on-site services and expanded subject expertise in marketing
strategy, creative solutions, media deployment (which includes a
strong foundation in print) and marketing management services. With
a client-centric approach that drives the Company to continuously
evolve its offering, combined with leading-edge technology and
single-source simplicity, the Company has the resources and
knowledge to help a wide variety of clients in multiple vertical
industries, including retail, publishing, consumer packaged goods,
financial services, insurance, healthcare and direct-to-consumer.
Quad has multiple locations throughout North America, South America
and Europe, and strategic partnerships in Asia and other parts of
the world. For additional information visit www.QUAD.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20210414005584/en/
Media Contacts Claire Ho Director of Corporate
Communications, Quad 414-566-2955 cho@quad.com
Bill Brozak PR Director, Periscope 651-428-8834
bbrozak@periscope.com
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