Curion recruited primary household grocery shoppers who regularly baked and roasted using parchment paper.
Each consumer was sent four potential prototypes accompanied by detailed sets of instructions.
Consumers cooked with and experienced each package type and directions and recorded their reactions through video diaries and surveys.
Following the study, we invited fourteen participants to help shape the second-generation prototype.
Using the insights from this study, Reynolds aligned their packaging to meet consumers’ needs. Their new product packaging will elevate the user experience and hopefully lead to increased market share.