unPACKED: Predict Packaging That Sells

“To anyone who has ever reimagined the predictive power of consumer insights, trading gut feel for evidence and precision. This book is for you.”
By Alex Hunt and Matt Salem

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Send buying indecision packing.

As an insights expert, you’re up-to-date on design, consumer behavior, and market trends–everything that influences success. But one wrong decision can quickly turn into a high-profile failure and, worse, loss of sales. With the endless options of structures, colors, copy, images, and fonts, it’s no wonder you’re overwhelmed.

Through real-world case studies and practical frameworks, unPACKED equips you to make smarter decisions and maximize your packaging’s potential. Acquire invaluable benchmarks for setting expectations. Learn how to achieve packaging effectiveness with confidence and precision. A true insight industry disruptor, unPACKED guides you to accurately predict packaging that sells.

Meet the Authors

As CEO of Behaviorally, Alex Hunt transformed the company into a market-leading data intelligence partner for the world’s leading brands. An in-demand speaker and thought leader, he is a Market Research Society Fellow and member of the Board of Directors of the Insights Association. A native of the UK, he lives in Connecticut with his wife, Pam, and daughter, Gabriella.

Matt Salem, SVP at Behaviorally, has spent over 20 years researching how packaging influences shopper behavior. Known for turning insights into clear, actionable stories, Matt brings a natural, dynamic style to both public speaking engagements and everyday conversations. He’s a proud parent to Niessen and Nyla and resides in New Jersey.

Unparalleled Expertise at Scale

This book dives into case studies and key packaging design principles every marketer should know.

Jon Zunick

Innovation Manager

This book isn’t about tools—it’s about changing how we make decisions.

John D. Pfalzgraf

Director, Consumer Knowledge

This book is a must-read for any marketer serious about converting packaging into a revenue driver. The data doesn’t lie—visibility alone can 2.5x your likelihood of purchase.

Sara Polon

Co-Founder and CEOa

This book brilliantly captures what marketers have felt for years—packaging is your first, best salesperson.

Nino Ciappina

General Manager, Automotive

From design missteps to billion-dollar turnarounds, this book is a master class in navigating the high-risk world of packaging design change.

Jennifer Picard

Global Insights Transformation Lead

Behaviorally’s 4S framework gave our teams a shared language and the clarity to make fast, confident decisions.

Ken Hauser

Senior Manager Market Research

Every CPG executive should read unPACKED. It’s a powerful reminder that packaging isn’t just a design tool; it’s one of your most overlooked and impactful growth levers.

Nick Graham

Founder

This book is a must-have toolkit to understand value creation through packaging in a fast-changing consumer omni-channel shopping environment.

Francesco Ventisette

Executive Director, Insight and Analytics

virtual event

July 29 — 9 AM NYC

We are Behaviorally. Guided with Decision Precision.

We know exactly what your customers will decide. How they’ll react. What they’ll do. We’re data. We’re science.