Course Overview

What you will learn and how it impacts your career

Learn the ways to "get inside the consumer's head." People who buy packaged products are driven by perceived needs, and this course shows you how researchers uncover those needs and what you can gain by using them. It helps you understand the work of research professionals and helps you see what research methods may be right to answer your questions. Key sections are:

• Why consumer insights are so important to package development
• How to gauge if you have a valid consumer insight
• The critical role of "sensation transference"
• How people shop and buy—the Moments of Truth
• Testing tools—qualitative, quantitative and neurological
• Real-world case stories

Instructor: Brian Wagner, Principal, Packaging & Technology Integrated Solutions (PTIS)
Brian Wagner is an entrepreneurial business and technical leader with more than 25 years of experience. He has worked with PTIS, Kellogg, Sara Lee, Multiform Desiccants, Carton-Craft, Burger King, and General Foods. In 2008, Brian was inducted into the Michigan State University School of Packaging Hall of Fame.

His career spans packaging, strategy, business development, sales, marketing, and operations. He works extensively with the integrated value chain model to bring key stakeholders together early in the development process. Brian earned a Bachelor of Science degree in packaging from Michigan State University in 1984. He has been a keynote and special topic speaker at corporate events, seminars, and meetings on entrepreneurship, sustainability, and innovation.

How this online seminar works

Online Delivery

The seminar is a single module. It is under an hour in actual presentation, but will probably take you two hours as you review and take notes on significant points. You can close out, return and review content as your schedule allows.

Course Guide

You also get a course guide as a downloadable PDF file. You can print the file and have a hard-copy notebook. Or, you can refer to the electronic file as a reference.

Certificate of Completion

When you believe you have mastered the materials, take the on-line test. When you pass, you receive a certificate of completion that you can use to verify your educational accomplishment.

Registration Fee US$155

Payable by credit card for immediate access
Click here to register