Designing packaging is more than just dressing a product. Good design informs, seduces, creates an experience and even saves the planet.

Branderman Podcast Hernán Braberman

Episode 15

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Gaby Nader | The Brand, the Packaging and the Desire

19 de Octubre 2020

Episode notes

How do brands talk about us? Gaby Nader has a degree in Psychology and is an expert in qualitative market research, with more than 30 years of experience in mass consumption.

She is a partner of El 5° Elemento, from where she develops new forms of research focused on experience.

In this episode we talk about the role that market research plays in packaging design. He told me why you have to listen to people rather than researching consumers. We also talked about the two pulses that drive consumption: the I must and the I want.

Gaby Nader was responsible for the qualitative unit in Ipsos Latam and in 2008 co-founded the research agency La Punta Del Ovillo. She has coordinated more than 2000 projects from the widest variety of categories, brands and geographies. Today, from El 5° Elemento, she works in in-house training for companies and collaborates with NGO’s.

She worked for clients such as AB InBev, Unilever, ING, Telefonica, Kimberly Clark, Danone, Molinos Rio de la Plata, Kraft, Coca-Cola, Diageo and BAT, among others.

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