PackageSPEAK™ Gives Consumers a Voice Impacting How Everyday Products are Packaged

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PackageSPEAK™ is on a mission to get people talking about packaging for everyday products like shampoo and cereal, for example. Finally, there is a place for consumers to sound off about bad packaging or rave about great design and function, and companies and brands are listening.


PackageSPEAK - Where consumers can influence how everyday products are packaged because companies and brands are listening.

PackageSPEAK is on a mission to get people talking about packaging. It is asking people to take notice, share and impact an industry as we work to bring together those who create the packaging for our everyday products with those who actually use it.

Just launched, PackageSPEAK™ is sparking a consumer conversation about packaging for everyday products, and companies and brands are listening! Packaging is a multi-billion dollar industry that goes far beyond the dreaded clamshell and cries of wrap-rage over toy packaging at the holidays. Rather, it touches people’s lives hundreds of times each day. Now, consumers have a place to have their say and with that, the ability to influence functional design direction and innovation. Conversations are happening online, as well as on Facebook and Twitter (@PackageSPEAK).

PackageSPEAK™ ultimately is a tool for the packaging industry and consumer packaged goods companies (CPGs), serving as a source of insights and inspiration. With article posts, sightings, polls, forums, design challenges, and an area for students of the industry, PackageSPEAK™ brings together those who create the packaging with those who use it.

The initiative is driven by qualitative research consultant, Kaylor Hildenbrand of PARK Research Partners, and began when a client with a small budget and a short timeline wanted a quick consumer response to a simple question about packaging for a product in the market.

Kaylor explains, “‘Packaging? Really?’ That was the initial reaction I heard most often from friends, and even some colleagues, when I said I was going to create a site where people could talk about packaging. It was either that or a blank stare.

But then I’d ask them to think about all of the products they buy and have in their home, and to really consider how well the packaging does or does not work for them, and pretty soon the list of frustrations would grow. Packaging should enhance the consumer’s experience with favored brands, not detract from it or leave anyone frustrated. Some kid-friendly "lunch box" foods cannot be opened by kids. Many in the growing population of "boomers" struggle daily and resort to using scissors and knives to open packages, or they wait for assistance thereby compromising independence.

It is in recognizing and calling out packaging that falls short, and applauding those designs that enhance the value or usefulness of the product, save us time and effort, or are just really cool, that we can inspire the packaging industry and the companies that ultimately package and sell our favorite brands to get on board. I’m asking people to take notice, share, and impact an industry.”

PackageSPEAK™ is a service of PARK Research Partners LLC, a full service marketing research firm based in Central Florida. Kaylor Hildenbrand conducts hands-on consumer research as the Principal Consultant, having served multiple Fortune 500 companies. She has a passion for consumer insights and packaging, and is available for research projects as well as to present, conduct ideation and informational workshops, guest lecture or write articles on related topics.

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Kaylor Hildenbrand

Kaylor Hildenbrand
since: 09/2010
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since: 10/2010
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