Qualitative Analysis and Consumer Perception in the Redesign of Rolling Tobacco Packaging: The No Name Case Study

Family Bro , a marketing and communications agency with a specialized focus on the tobacco market, faced a crucial challenge: to deeply understand consumers' perception of the breadth of the range and evaluate the possibilities for graphic evolution of the packaging for the NoName brand.

The goal was clear: to explore new frontiers for packaging design, while preserving the essence of the brand and strengthening its position in the market.

Methodological approach

To achieve this goal, Family Bro asked us to carry out a qualitative research project involving focus groups of roller tobacco consumers and tobacconists in various Italian cities, including Milan , Rome , Bari and Catania .

Focus group participants were carefully selected to ensure a balanced mix of gender and age, including both consumers loyal to the NoName brand and consumers of competing brands.

This approach allowed us to compare perceptions and acquire a complete vision of the positioning of the NoName brand in the market.

Conducting Focus Groups

The focus groups were rigorously structured to ensure the consistency of the data collected. Each session included a warm-up, followed by a discussion on the motivations for use and perception of the NoName brand.

The central moment of each meeting was the presentation of visual stimuli , designed to provoke reactions and discussions on the possible renewal of the packaging.

Topics covered ranged from perceived breadth of range to price positioning in relation to potential new packaging design.

The focus group discussion track was developed following an approach based on projective techniques , to stimulate an open and in-depth discussion. This method, particularly effective in revealing the thoughts and emotions of consumers, allowed us to gather valuable insights, while maintaining confidentiality on specific details of the research.

Analysis and Results

The specific details of the motivations and perceptions gathered in the focus groups remain confidential and therefore cannot be disclosed.

Data analysis played a crucial role in shaping future strategies for the NoName brand. The analysis process included a meticulous review of recordings, an in-depth analysis of transcripts, and the isolation of significant verbatim, which provided the necessary support for the insights presented in the final report.

The report provided a comprehensive overview of the findings from each stage of the discussion guide, providing Family Bro with valuable feedback on price positioning, range breadth and packaging evolution .

Conclusions

The qualitative research project conducted by Family Bro represents a remarkable example of how a rigorous methodological approach and careful planning can provide deep insights into the tobacco sector.

The path taken by Family Bro with this project lays the foundation for future innovations and for the continuous strengthening of the NoName brand in the tobacco market.