Research techniques set to reveal private life of packs

A number of high-profile brands already use Naked Eye’s videoethnography techniques, where consumers are filmed at home using packaging and other products.

Leon said: “People don’t always behave how they say they behave. This is about discovering the private life of packaging.”

However, at the event on 11-12 November, Leon will demonstrate how new interactive web-based tools are now being used to give even greater insight into what happens to packs once they are taken away from shops.

“Videoethnography is good but the sample size is small. With the new tools, we can use a bigger sample and take the participants through a range of different concepts.”

Leon’s presentation is set to be one of the highlights of a programme that includes speakers from Oxford University, Tate & Lyle, Mintel, Barclays Capital and FaraPack itself. Nick Higham of BBC News will chair the conference.

Other topics to be covered at the event, for which Packaging News is a media partner, will include what an oil-less world would look like, sustainability, improving resource management and the future of the retail world.

FaraPack Futures Briefing
Where: York Racecourse
When: 11-12 November
Speakers include: Nick Leon, Naked Eye; David Jago, Mintel; Steve Kelsey, PI3; Simon Houghton-Dodd, Tate & Lyle; David Paul, Barclays Capital; Richard Cuthbertson, Institute of Retail Futures, Said Business School, Oxford

Visit www.faradaypackaging.com/briefing08

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