Produkt _________________
Varumärke_______________
Volym__________________
I följande frågor anses 1 vara dåligt och 5 bra.
Öppning
1a. Hur lätt var det att öppna förpackningen på en skala 1-5 (där 1 är sämst och 5 är bäst)?
1 2 3 4 5
1b. Vad var det som gjorde den bra eller dålig i detta hänseende tycker du?
______________________________________________________________________________
______________________________________________________________________________
1c. Förslag på förbättringar på öppningen:
______________________________________________________________________________
______________________________________________________________________________
Tömning
2a. Hur lätt var det att hälla ur/ta ur innehållet ur förpackningen utan spill?
1 2 3 4 5
2b. Vad var det som gjorde att det var lätt/svårt?
Appendix 5 (1 of 6)
______________________________________________________________________________
______________________________________________________________________________
2c. Förslag på förbättringar på tömning:
______________________________________________________________________________
______________________________________________________________________________
Återförslutning
3a. Hur lätt var det att återförsluta förpackningen efter öppnandet?
1 2 3 4 5
3b. Vad var bra/dåligt med återförslutningen?
______________________________________________________________________________
______________________________________________________________________________
3c. Förslag på förbättringar på återförslutning?
______________________________________________________________________________
______________________________________________________________________________
Dosering
4a. Gick det att dosera innehållet?
JA NEJ
Om JA hoppa till 4c.
4b. Hade det behövts?
JA NEJ ÖNSKVÄRT
4c. Om förpackningen hade dosering, hur väl fungerade den?
1 2 3 4 5
4d. Vad var bra/dåligt med doseringen?
______________________________________________________________________________
Appendix 5 (2 of 6)
5a. Hur lätt är det att återvinna förpackningen?
1 2 3 4 5
5b. Vad är bra/dåligt med hänseende på återvinning?
______________________________________________________________________________
______________________________________________________________________________
5c. Förslag på förbättringar:
______________________________________________________________________________
______________________________________________________________________________
5d. När du tänkte slänga förpackningen, var det då något kvar i den?
JA NEJ
Helheten
6a. Hur var ditt helhetsintryck av förpackningen?
1 2 3 4 5
Förpackning 2
Produkt _________________
Varumärke_______________
Volym__________________
I följande frågor anses 1 vara dåligt och 5 bra.
Öppning
1a. Hur lätt var det att öppna förpackningen på en skala 1-5 (där 1 är sämst och 5 är bäst)?
1 2 3 4 5
1b. Vad var det som gjorde den bra eller dålig i detta hänseende tycker du?
______________________________________________________________________________
______________________________________________________________________________
1c. Förslag på förbättringar på öppningen:
______________________________________________________________________________
______________________________________________________________________________
Tömning
Appendix 5 (3 of 6)
2a. Hur lätt var det att hälla ur/ta ur innehållet ur förpackningen utan spill?
1 2 3 4 5
2b. Vad var det som gjorde att det var lätt/svårt?
______________________________________________________________________________
______________________________________________________________________________
2c. Förslag på förbättringar på tömning:
______________________________________________________________________________
_____________________________________________________________________________
Återförslutning
3a. Hur lätt var det att återförsluta förpackningen efter öppnandet?
1 2 3 4 5
3b. Vad var bra/dåligt med återförslutningen?
______________________________________________________________________________
______________________________________________________________________________
3c. Förslag på förbättringar på återförslutning?
______________________________________________________________________________
_____________________________________________________________________________
Dosering
4a. Gick det att dosera innehållet?
JA NEJ
Om JA hoppa till 4c.
4b. Hade det behövts?
JA NEJ ÖNSKVÄRT
4c. Om förpackningen hade dosering, hur väl fungerade den?
1 2 3 4 5
4d. Vad var bra/dåligt med doseringen?
______________________________________________________________________________
______________________________________________________________________________
Appendix 5
5a. Hur lätt är det att återvinna förpackningen?
1 2 3 4 5
5b. Vad är bra/dåligt med hänseende på återvinning?
______________________________________________________________________________
______________________________________________________________________________
5c. Förslag på förbättringar:
______________________________________________________________________________
______________________________________________________________________________
5d. När du tänkte slänga förpackningen, var det då något kvar i den?
JA NEJ
Helheten
6a. Hur var ditt helhetsintryck av förpackningen?
1 2 3 4 5
Förpackning 3
Produkt _________________
Varumärke_______________
Volym__________________
I följande frågor anses 1 vara dåligt och 5 bra.
Öppning
1a. Hur lätt var det att öppna förpackningen på en skala 1-5 (där 1 är sämst och 5 är bäst)?
1 2 3 4 5
1b. Vad var det som gjorde den bra eller dålig i detta hänseende tycker du?
______________________________________________________________________________
______________________________________________________________________________
Appendix 5 (5 of 6)
1c. Förslag på förbättringar på öppningen:
______________________________________________________________________________
______________________________________________________________________________
Tömning
2a. Hur lätt var det att hälla ur/ta ur innehållet ur förpackningen utan spill?
1 2 3 4 5
2b. Vad var det som gjorde att det var lätt/svårt?
______________________________________________________________________________
______________________________________________________________________________
2c. Förslag på förbättringar på tömning:
______________________________________________________________________________
______________________________________________________________________________
Återförslutning
3a. Hur lätt var det att återförsluta förpackningen efter öppnandet?
1 2 3 4 5
3b. Vad var bra/dåligt med återförslutningen?
______________________________________________________________________________
______________________________________________________________________________
3c. Förslag på förbättringar på återförslutning?
______________________________________________________________________________
______________________________________________________________________________
Dosering
4a. Gick det att dosera innehållet?
JA NEJ
Om JA hoppa till 4c.
4b. Hade det behövts?
JA NEJ ÖNSKVÄRT
4c. Om förpackningen hade dosering, hur väl fungerade den?
Appendix 5 (6 of 6)
1 2 3 4 5
4d. Vad var bra/dåligt med doseringen?
______________________________________________________________________________
_____________________________________________________________________________
4e. Förslag på förbättringar:
______________________________________________________________________________
______________________________________________________________________________
Återvinning
5a. Hur lätt är det att återvinna förpackningen?
1 2 3 4 5
5b. Vad är bra/dåligt med hänseende på återvinning?
______________________________________________________________________________
______________________________________________________________________________
5c. Förslag på förbättringar:
______________________________________________________________________________
______________________________________________________________________________
5d. När du tänkte slänga förpackningen, var det då något kvar i den?
JA NEJ
Helheten
6a. Hur var ditt helhetsintryck av förpackningen?
1 2 3 4 5
TACK för din medverkan!
/Melinda From
Melinda_from@hotmail.com 0768008522
Appendix 6
Värktabletter, Ibumetin 5 5 5 5 4 4
Detergent (powder), all
Appendix 7 (1 of 7)
Interviews were made with random people at two occasions, at two different shopping malls in Karlstad. The persons interviewed were given a short introduction on the purpose of the study. That a paper was made about packaging and the purpose now was to find out what packages people had problems with considering opening, closing, recycle, emptying and dosage.
In the first stage the interviewer did not mention that it was mainly cartons the work
concerned, so she would not steer people in any direction. When they had come up with some packaging that they had problems with, the following up question were: What the problem with this package was and if they had any solutions to the problem. After a while the interviewer explained that it was mainly cartons she worked with and if they knew any packages made out of carton they had problems with.
It was 76 people answering the questions and this is a summary made out of the answers. The (*) shows how many participants who think this package is difficult to handle. In the end you’ll find comments from the interviewer.
Carton (Liquid)
Milko/Arla etc - Milk- cartons with a strip: *****************
- Old fashioned
- I have reduced hand strength which makes it hard to open - The strip doesn’t work, makes the milk splash and spill - Doesn’t work
- I mix them with the sour milk, because they look just the same - The strip doesn’t work, have to use a pair of scissors
Milko/Arla etc - Milk- cartons 1,5L with a spout: ******
- The opening is bad
Milko/Arla etc – yoghurt with a screw cork: *****
- The paper carton seems a bit dull after a while - Difficult to empty
Appendix 7 (2 of 7)
- Are very bad
- Hard to open and to recycle. Makes me confused
Milko/Arla etc - Milk- cartons with a screw cork: ****
- Hard to open
- The screw cork is supposed to make it easier to open, but it’s not!
Hemköp, juice-carton: ***
- The juice plops out and spills all over the place
Cream, cooking 0, 5 L with a plastic lid where you pull of an al-strip.:**
- The plastic beneath is in the way.
Cream 0, 2 L, cartons with a strip: *
- Even harder to open than the milk cartons because they are so small.
Oates drink: *
- Difficult to remove the lid Oat cream:*
- Have to use a pair of scissors, unnecessary.
Lidl, Festis: *
- The straw doesn’t work and the wrapping around the straw is often broken.
Doesn’t feel fresh.
- Small text makes it hard to understand how to open it
- Difficult to recycle, a lot of detergent in the folding of the carton
- The ones were you push your thumb in. Hard to open and it’s impossible to use later on as the carton get stuck in the way for the detergent and also makes it spill - The ones with an opening strip. It’s stuck. Hard to open, doesn’t work
Neslte, porridge for small children: ******
- Bad opening, you don’t understand it - Would be great with a dosage system Semper, gruel for small children: ******
- Hard to re-close
- But easy to recycle, and it’s possible to order a can, which is good.
Appendix 7 (3 of 7)
Semper, porridge for small children: ****
- Not re-closeable Rolled oats and sugar: **
- The glue is too hard, makes the package brake when opening.
-
All packages with a marked paper strip: **
- The strip doesn’t work
- I’m week in my hands and the strips are hard to open -
Macaroni:* *
- Breaks when opening, makes it impossible to reclose.
- The opening strip doesn’t work and often the package brake and then the re-close don’t work either.
Cereal, the ones with a plastic bag inside:*
- Seems unnecessary
- Get cereal between the carton and the plastic bag Fish cartons: *
- - The strip does not work Lump sugar: *
- The pieces are very hard packed and it makes it hard to get them.
No particular brand, Ice sugar:*
- Spills when you open it because of the paper wrap inside of the carton Sugar (pearl): *
- The opening strip doesn’t work
Gyllenhammar Müsli, fiber grain: * - The lid brakes
Semper products for gluten allergic, for example pasta: *
Appendix 7 (4 of 7)
- When you’ve opened the package it’s hard to re-close Plastic
Hard plastic wrap: ***********
- Hard to open.
- Hard to get to the actual product
- Electronics in plastic hard plastic wrap. Impossible to open - Electronics in plastic wrapping. Hard to open without a knife - All hard plastic wrap are tough to open
- Hard plastic packages are hard to open - Plastic is bad
ALL kind of plastic film wrapped items: *******
- It’s hard to tear the plastic apart without a tool.
- You need tools to open it.
- It’s rubbery and that makes it hard to open - Plastic wrap in all kind of appearance - All plastic films are impossible to open
- They over wrap products in plastic films, impossible to open Löfbergs Lila, coffee: *******
- It says “pull here”, and I pull and pull. It’s impossible
All kinds of wet-napkins (for children):***
- The re-close function never works for long
- The napkins are stacked together so you can never get one at a time. And since you always is one hand short, it’s a problem for most parents
ICA/Heinz – Ketchup with the screw cork down: ***
- Does not always work. Ketchup everywhere ICA, Rice in a plastic package. (Also ICA popcorn packages):**
Appendix 7 (5 of 7)
- The plastic film is of such bad quality that you can’t open it without breaking the whole package.
Rice cookies: **
- The opening strip often doesn’t work.
Gingerbread biscuits in a round plastic tin: **
- Because of my weak hands it’s hard to open, because the lid is often stuck.
Tablets, the plastic wrap around the carton: **
- The string doesn’t work Frozen Pizza cartons – the plastic wrap: *
- Hard to remove by hand, have to use a knife
Findus, frozen peas, plastic bag: *
- The wrapping is so bad that it doesn’t cope with the cold and brakes.
Milda, buoyant margarine: *
- The plastic strip you remove the first time you open it Small Chocolate pieces, with a plastic wrap: *
- Hard to open Medicine cans:*
- hard to open Glass
Semper, baby food in glass can: ******
- Almost impossible to re-close
- Build up a heavy load to bring to the recycle station
- It’s almost impossible to empty because cacao get stuck in the folding of the paper Glass can with metal screw cork, all kind of substance: *****
- Olive can- hard to open
- Apple purée, almost impossible to open without using a knife - The lid is hard to open
- Glass cans are horrible Nail polish: *
- Hard to open. Use my teeth Double material
All packages that are double: *****
- Seems unnecessary - Seems over packed
Appendix 7 (6 of 7)
- Doesn’t like when it’s another package inside the package All packages made out of two different materials: **
- Hard to recycle All packages with a pump: **
- Difficult to empty
- A lot of waste because it’s hard to empty Toothbrushes, all kind: **
- Almost impossible to break into.
- The strip on the back in the carton, doesn’t work.
Liver pâté- The ones with a re-closeable lid: **
- It doesn’t reclose Shirts packed in with a lot of needles:*
- You never succeed to remove all needles Medicine tablets: *
- Breaking the tablets when taking them out from their wrap.
Small yoghurt packages with AL-film as a lid: *
- The Al-film brakes easily. Especially when you staple them on top of each other Metal
Tin food with a loop: ****
- Mackerel can, hard to open
- Hard to open, and when you succeed you spill all over yourself Beer can: *
- The opening loop makes me break my nail Shoe polish: *
- When you roll the tube, it brakes and you get shoe polish all over your hands Other
All packages are too big: *
- The substance inside are a lot smaller, bad for environment Comments
Most of the interviews were made before lunch and most part of the questions were pointed to elder people whom often have weak hand and problems with openings.
They often tend to bring up article that they often use, such as milk and coffee. The
consumers often mentioned problems with opening the package, and the other aspects such as emptying, re-close and dosage were hardly mentioned at all. This may be because the persons interviewed often think that the opening is the biggest problem with a package and the rest is not that important. But the environment was mentioned several times and the consumers feel
Appendix 7 (7 of 7)
that it’s important that you can recycle the package. Therefore a lot of persons interviewed also thought that carton is much better option than plastic and metal.
Appendix 8 (1 of 3)
Interview with Martin Löfgren CTF
Martin Löfgren is a specialist in the KANO theory which is a theory used to find out what consumer thinks in a 5 dimensional way. He is also doing research on how the packaging affects the food waste in the world and by that makes a huge impact on environment.
Interviewer: So this Kano Theory, can you explain to me more about how it works?
Martin: Of course. If everything was one dimensional, as you can see on this diagram over Kano study, it will mean that if an attribute was fulfilled, you will be very satisfied. And the opposite if something was not fulfilled, you will be very dissatisfied.
I: But it isn’t so is it?
M: No it’s not. But a lot of the ergonomic attributes are, such as opening and manipulability.
That is if there fulfilled we’re satisfied, if there not, we’re not satisfied. So they are really interesting from that aspect but then we have what we call “basic needs”, such if the packages are leaking. You are not satisfied if it’s not leaking; because that’s something we take for granted. But we will be very dissatisfied if it is leaking. Then we have attributes that makes us very satisfied if they occur but we will not notice if they don’t exist. That is what we call Attractive quality attribute.
The Kano theory is one way to cut the cake, but by doing that you can find out more about the aspects than if it’s good or bad. There are so many aspects on a package, all the way from print to wraparound. By using the KANO theory you cut the cake in more dimensions, in which I think, a good way. Then of course there are other ways that are very good also. But this is what I’ve focused on.
I often explain that I’m not a professional in packaging, but I’m a marketer and I focus on what the consumers want. That is my field.
….
M: What kind of aspects was it that you were most interested in?
I: I’m looking at opening, closing, dosage systems, emptying and recycling. So it’s kind of wide.
M: What kind of packages are you looking at, or which area of packaging?
I: My focus is in carton-packages, non fluid. So it’s very wide in the beginning. My job is to narrow it down though, and find some packages that I want to improve, and then focus on them.
M: ALL detergent packages!
I: haha, very good. I get tips from everyone I talk to so that’s very good! But anyway this is what I’m signed up to do. I’m a little uncertain if I should do some kind of research now or if I’m going to wait until I’ve chosen packages that I want to work with.
M: This depends on. If you chose some packages, you must know why you choose these particular packages.
I: Yes
M: This sounds kind of obvious but it is a quit big step. Because if you choose some packages, it will directly mean that you’ve made a limitation.
The next question is, are you going to ask producer or consumers?
I: I’ll ask consumers.
…
M: What I think you should think about concerning opening, closing etc is that from a marketing point of view is that if you go out and promise something, for example that you have a new more easy-to-open package or more easy to Re-close, and this package not hold out what it promise it will be really big setbacks. And this will have bigger effects than the
Appendix 8 (2 of 3)
Positive things about a package. The most important thing is that a package holds out to its promises. If it says that it’s easy to handle, it have to be easy. Then it’s interesting to see, if you choose packages and check out what kind of expectations the customers have about it.
And then after you’ve done your changes; check what they think of it then. For example detergent; if this was a detergent package, and you’re left-handed and you hold the package, and the lip is on the end of the package, and the dosage is on the opposite side. This confirms that the package is built for right-handed people, and not left-handed. Then there is a lot of information concerning the Ph-value in the water, and how you’re supposed to dose the detergent considering if your water is hard or soft. Do you know how hard or soft your water is?
I: No!
M: Exactly. No one does!
I: I Know! The dosage is concerning your water, but how do I know what kind of water I have. Is it even that important?
M: No, and there is a lot of information on these detergent-packages that is shown to be unnecessary, and then you can wonder why is it on the package? Some things need to be there because of laws and commissions, but that other stuff, why is it there? And this is things you can’t find out without having people use it. So that’s a tip I’ll give you, to let people try out your product.
…..
I: If I were to do a questionnaire and ask customers, what is the best way to do this?
M: The thing for you at the moment is that to do a questionnaire you really have to know what it is you are investigating. So in your case I would rather do interviews and letting people try out your package. And use a smaller amount of people, at least at a first state. How long will you go on with your work?
I: January, on a 75% base.
M: It will be tough for you to find time for this in your work. Make a solid ground on where you choose your packages, and then choose some aspects you want to look and why. Then let people try the packages. Then do the changes, and let people try again. Because if you do a questionnaire you need to know that this and this parameters is what I want to investigate.
And at this stage you don’t know that, so at this point it is much better for you to do interviews. Always in an early stage it is better to do a qualitative study, than using a questionnaire. This together with you studying people when they use their packages will be the best way to investigate this.
I: What do you think about the trends in packaging design is at the moment?
M: I think that people are more and more aware concerning environment etc. But since we as consumers have more and more options, we also demand more from the producers, even concerning packages. The most obvious result from our research is that a lot of people think that it’s important that it’s very good in a selling way, from the shelf in the store. But this is only one step, and if you’re not satisfied with your choice when you come home, you’ll not buy this product again. And the thing that’ll create profitability is that the consumers buy the
M: I think that people are more and more aware concerning environment etc. But since we as consumers have more and more options, we also demand more from the producers, even concerning packages. The most obvious result from our research is that a lot of people think that it’s important that it’s very good in a selling way, from the shelf in the store. But this is only one step, and if you’re not satisfied with your choice when you come home, you’ll not buy this product again. And the thing that’ll create profitability is that the consumers buy the