New White Paper Explains Why Package Design is Key to New Product Development

AcuPOLL Research Emphasizes the Importance of Packaging in Concept Execution

Cincinnati, OH, May 06, 2010 --( Leading consumer product testing firm AcuPOLL Research, Inc. has released a white paper that correlates the high numbers of new product failure to a lack of concept follow through. Specifically, the white paper, entitled “Nobody Reads a Concept,” argues packaging is the most important yet most overlooked component of a fully branded concept launch.

Based on years of successful new product testing, AcuPOLL experts argue the importance of packaging in a new product launch and its need to be in sync with the concept messaging.

“Successful new product introductions require a more detailed understanding of what is being communicated by the packaging,” AcuPOLL president Jack Gordon said. “In addition, the packaging must communicate both the key consumer insight and benefits derived from the product.”

“Nobody Reads a Concept” white paper can be accessed at

AcuPOLL Precision Research assesses consumer product efficacy based on quantitative and qualitative insights to help its clients build better brands and develop stronger initiatives. Their counsel provides strategic and executional guidance designed to develop targeted consumer messaging.


About AcuPOLL
With world headquarters in Cincinnati, Ohio, AcuPOLL Research, Inc., is a global brand building research agency that provides companies with clear business recommendations based on a thorough analysis of customized data. AcuPOLL is one of the fastest, most predictive, and most accurate quantitative research methodologies available. For 18 years, AcuPOLL has quantitatively tested about 40,000 new product ideas and thousands of ads, packaging options and promotions, giving it strong comparative databases across marketing issues. AcuPOLL has predicted the success of new products, services, mail order catalog items, retail concepts, advertising, promotions, and business services as well as packaging. AcuPOLL is an internationally recognized company doing business in the United States, Asia, Europe, Mexico and South America. More information can be accessed at, or by calling 1.800.acupoll.

Allison Brinkman
AcuPOLL Research, Inc.
Rodger Roeser