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Packaging Research
Package graphics and copy are critical marketing variables in many product categories, particularly for non-advertised or under-advertised brands in self-serve
shopping environments. The package on a retail shelf is the last opportunity to influence consumers before they decide to buy. It’s the final sales
pitch at the “moment of truth,” when the brand-choice decision is made. The better the package design and copy, the greater is the likelihood
that consumers will choose that brand. Any new package design, or significant change in an existing package, should always be subjected to the scrutiny of
objective consumer research.
PackageOpt™ (Package Optimization)
A Decision Analyst proprietary packaging research system, is used to help create prototype packaging concepts by determining the optimal combinations of the variables.
How Does PackageOpt™ Work?
Once the basic variables of effective packaging for a brand are identified through qualitative research, PackageOpt™ is a research method to help
create prototype packaging concepts, using choice-modeling experiments. Different brand name treatments, messages, themes, illustrations, imagery, colors, layouts,
etc., can represent thousands of possible package designs. Each respondent usually sees five to 10 scenarios (i.e., combinations of variables). PackageOpt™
tests subsets of all of these possible combinations to predict the effectiveness of every possible set of elements. The top 10 or top 15 packaging concepts are
identified for additional package testing, beginning with PackageScreen®.
PackageScreen®
A low-cost packaging research system to evaluate early-stage packaging ideas and concepts in batches of 10 to 20 at a time.
The package design process typically begins with the creation of a large number of "rough" or early-stage designs. The research objective is to identify
the package designs that resonate with consumers, so that creative efforts can be focused on further development of the better designs. PackageScreen®
is our Internet-based system to accomplish this winnowing task.
How Does PackageScreen® Work?
A representative sample of 200 to 300 target audience consumers are recruited from our Internet panel. These participants are invited to come to our encrypted
Webserver and view the early-stage package designs. Each respondents sees all of the package designs one at a time (front panel only) on his/her computer
monitor, in randomized order. Then each person views the package designs a second time and answers a series of questions about each design. The answers to the
survey are fed into a mathematical model to calculate an overall score for each design. The highest-rated designs are recommended for further development.
PackageCheck®
A proprietary Internet-based, monadic packaging research pretesting system to evaluate early-stage packaging ideas.
The next step in the design process is to learn more about the better designs so that further improvements can be made. PackageCheck® provides this
diagnostic feedback.
How Does PackageCheck® Work?
A representative sample of target-audience consumers are recruited to visit our website and view each package design. The respondents see only one package
design (i.e., a monadic test) and then answer a series of questions about their reactions, including a series of open-ended questions. The report includes
answers to standard questions, compared to Decision Analyst's action standards, as well as verbatim responses to open-ended questions. The verbatim detail
is valuable to creative teams as they strive to improve the graphic design, as well as the copy, on the package. A typical PackageCheck® study
is based on 75 completed interviews.
PackageTest®
A comprehensive, Internet-based packaging research system to evaluate finished (or near-finished) package designs.
As packages near the end of the design process, a more complete evaluation is required, with comprehensive measurements to assess all of the
important elements of package design.
How Does PackageTest® Work?
A representative sample is recruited from one of our worldwide Internet panels,
and qualified respondents are invited to evaluate the package design. Recommended
sample size is 300. Respondents first see the package's front panel, and later
view the other panels. The research design is monadic (i.e., no respondent evaluates
more than one package design). Then the respondents complete a battery of questions
and diagnostic ratings about the package. The report includes answers to standard
questions, as well as the coded responses to all open-ended questions, along with
our analysis and interpretation.
Our SellingPower™ mathematical model, based on a number of key variables, calculates an overall score for the package design and compares it to our action standards.
Custom/Ad Hoc Packaging Research
Regardless of the method of testing, one of the focal points of package research is the shelf impact or attention value of the package in the context of competitive
packages. Does the consumer notice the package on the shelf? Can the consumer quickly identify the brand? Is the package appealing enough that the brand gets
considered for purchase?
To evaluate shelf impact, we typically create representative displays of the test package in a competitive environment. The test package is rotated within
the display. The displays (with the rotations) are shown to a representative sample of consumers. The respondents are questioned about what they see and what they
understand as the length-of-time exposure increases. This methodology helps determine the visibility (or attention value) of a test package, relative to competitive
packages. The attention value and brand registration of every package design are constant focal points of Decision Analyst’s research.
Decision Analyst creates 3D and/or 2D models of consumers' shopping experiences
using our Logician® Simulation Software. Virtually any store, environment,
or object can be simulated. 3D animation mimics the look, feel, motions, and sounds
of visiting a store and making a purchase.
Before a new package is designed (or redesigned), qualitative research is always
recommended. The understanding produced by the qualitative research helps in the
package design process, and helps identify the critical variables to include in
the quantitative package testing later on. Qualitative research is also valuable
in learning how to improve preliminary designs, before those designs go into quantitative
screening and testing.
Depth interviews are especially valuable for exploring package graphics and
copy. What is the package communicating? What is the package failing to communicate?
Is the package registering the brand name? What impressions of the brand are conveyed
by the package? What elements or symbols on the package are most appealing? Most
noticeable? What package elements or symbols resonate with consumers? What about
the colors? What are they communicating? What information is missing? Does the
consumer have unanswered questions? How does the package compare to competitive
packages? And, based on the packages alone, which brand would they choose and
why? The consumer’s reactions to every detail of package graphics and copy
are explored in the depth interview.
Packaging Research Services
Decision Analyst is a leading international marketing research firm with over 3 decades of experience in packaging research. We have tested hundreds of packages
over the past decade for leading consumer goods companies. We are a world leader in the use of the Internet for packaging research. If you would like more information
on Package Testing, please contact Jerry W. Thomas, President/CEO (jthomas@decisionanalyst.com),
or call 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
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