245. How to Use Consumer Testing to Build High-Performing Packaging with Michael Keplinger of SmashBrand

2025-11-10

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Most founders design packaging based on gut feeling — not data. But what if you could know, before launch, exactly how consumers will respond?In this episode, I chat with Michael Keplinger, Managing Partner at SmashBrand, about how to bring the consumer voice into every stage of brand-building. We dive into the psychology behind the 3–13 second decision window, how packaging roles differ between e-commerce and retail, and how to create a testing roadmap that fits a startup bud...

Most founders design packaging based on gut feeling — not data. But what if you could know, before launch, exactly how consumers will respond?

In this episode, I chat with Michael Keplinger, Managing Partner at SmashBrand, about how to bring the consumer voice into every stage of brand-building. We dive into the psychology behind the 3–13 second decision window, how packaging roles differ between e-commerce and retail, and how to create a testing roadmap that fits a startup budget.

Michael shares how data-driven testing can help founders not only improve packaging performance but also win over retail buyers with proof that their product converts.

If you’re building or rebranding a CPG product, this episode will help you make smarter decisions, reduce risk, and create packaging that sells itself.
Learn more about SmashBrand.

Startup to Scale is a podcast by Foodbevy, an online community to connect emerging food, beverage, and CPG founders to great resources and partners to grow their business. Visit us at Foodbevy.com to learn about becoming a member or an industry partner today.

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