Leading consumer packaged goods companies are realizing that by using cutting-edge research known as price pack architecture (PPA), they can deliver huge increases in profitability to capitalize on key consumer trends. Using a multistage process that includes category diagnostic, ideation, conjoint testing and simulation, executives are able to determine which product enhancements are likely to yield the best results. These basic but effective PPA-based variations can be used to supplement or replace more resource-intensive investments in innovative packaging.

The PPA framework combines consumer insights, competitive dynamics and a company’s capabilities to identify ideas, simulate/test results and, in turn, drive new price pack architecture solutions. PPA projects are split into four large initiatives (further divided into smaller processes such as Diagnostic,Ideation,Testing and Solutions).