Oil Container Packaging Design

Ethnographic research to understand user behaviour

To identify and understand the frustrations and usage patterns of people using lubricating oil and brand loyalty among customers and retailers to inform future packaging design.


Working as a sub-contractor for Alison Black Research and Consulting for a product design consultancy we carried out a module of ethnographic research amongst car owners, lorry drivers, motor factors, mechanics and garage owners. The research included in home, in vehicle and workplace interviews and observation. An important part of the study was taking the design team out on the research visits to immerse them in the world of consumers and users.

Problem areas were uncovered and users’ needs were identified and prioritised for each market segment. This provided design direction for new packaging solutions to the design team.

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