How do brands figure out what sustainable packaging consumers actually care about?

We've run this exact type of study using MaxDiff surveys — great for forcing people to make real trade-offs between attributes like recyclability, reduced plastic, compostability, etc. In our experience, recyclability tends to win but it varies a lot by category and age group, so segmenting your results is key. Qualtrics or even a lighter tool like Pollfish can get you solid data pretty quickly if you're on a budget.