Assuming that the data is encoded rather than encrypted, one thing that can reveal a lot of information about the data is to compare the packets over time. Parts that change over time are likely to be data, and parts that are not likely to be structural information.
An experiment, changing the state of the software (provided that it is possible), any changes observed in the data are hints.
Since you know roughly what packages should contain this, this may give you enough information to determine the data format. Especially if you have excellent control over the state of the software.
Note: Also remember that multibyte data has endianess and assuming that the wrong endianess can make things very confusing. Similarly, there are many other ways to encode strings than with ASCII.
If there is a lot of data sent, you can also check that the data is compressed in some way.
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