Insights
People make more informed choices when they have information they can understand and trust. These guides show how to listen to customers, check what the evidence supports, and document how your work happens.
Consumer research
What Makes Customers Come Back to Your Brand?
Start with the last time someone bought your product. Ask what they considered, what made them choose it again, and whether it reminds them of a place or routine that matters.
Sustainable product messaging
Before You Put a Sustainability Claim on Your Packaging
Start with the sentence you want a customer to read. Then check which part of the package it refers to and whether your records support the wording.
Photography & video production
How to Show a Sustainability Practice in Photos or Video
Choose one practice a customer could understand by watching it happen. Show the setting, the action, and the detail that helps explain why it matters.
What Makes Customers Come Back to Your Brand?
Think about the last time you bought the same product again. Maybe it was easy to find. Maybe you knew exactly what to expect. Or maybe it reminded you of a place that matters to you. Each reason tells a brand something different about the purchase.
If you’re interviewing customers, start with the last time they bought the product. Ask them to walk you through it.
▪ What were you looking for that day?
▪ What else did you consider? What made you choose this product again?
▪ Does this product remind you of a place, community, or routine? What makes that connection meaningful to you?
Researchers call the bonds people form with places place attachment. A customer might buy a food that reminds them of where they grew up. Another might buy the same product because they trust it to taste the way they expect. Listen for the reasons customers give in their own words.
If a few reasons recur, a short survey can help you see how common they are among the customers you reach. Use what you learn to make a specific decision, such as what to explain on the product page or what to keep familiar when you refresh the packaging.
Before You Put a Sustainability Claim on Your Packaging
Start with the sentence you want a customer to read. Then check each detail against your records.
1. Name the component. Does the claim refer to the product, the carton, the label, or another part of the package?
2. Find the supporting record. Look for a current supplier specification or material record that directly supports the wording.
3. Check what the record covers. Confirm that it applies to the version or packaging run you’re describing. If you use a percentage, check what it measures.
4. Write the claim in plain language. Put details customers need to understand it alongside the claim.
5. Save the wording and evidence together. Record the source and date so your team can check the claim when a supplier, material, or package changes.
Suppose a supplier specification confirms that the paperboard in a product carton contains 70% recycled fiber by weight. Once the team verifies that the specification applies to its packaging run, the copy could say, “The paperboard in this carton contains 70% recycled fiber by weight.”
That sentence identifies the component and explains what the percentage measures. If the specification covers only certain runs, check which cartons it applies to before using the wording.
How to Show a Sustainability Practice in Photos or Video
Pick one practice a customer could understand by watching it happen. Ask the people who do the work to walk you through it before you shoot. Agree on what you’ll show and where the footage will appear. Then capture the setting, the action, and the detail that explains why it matters.
Imagine a textile maker that uses fabric offcuts to make small accessories. You could photograph the cutting table, film a team member sorting the offcuts, and show how those pieces become a finished accessory. A short caption can explain which scraps the team keeps and what it makes from them. If you want to say how much fabric the team reuses, check that figure against production records.
When you edit for a product page or a short social clip, keep enough of the sequence for someone seeing it for the first time to follow what happened.
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