Packaging Research is a fundamental part of any product. If you do not stand out on the shelf then a customer is less likely to pick out your product, especially if it’s unfamiliar to them. Generally, packaging will tell consumers what they can expect to find within, so it pays to make sure each packaging option conveys the intended message. A products packaging is also fundamental as it allows you to promote the product and any particular competitive claims you wish to make, this may be the difference between a consumer picking up your product, rather than a competitors.
We can provide full packaging research solutions which will tell you exactly what consumers like or dislike about your packaging options, this is especially useful if you have several mock-ups and are unsure which one is preferred. We are also able to look at different fonts, images and shapes for packaging, which may give your product that extra “wow” factor on the shelf. Packaging Research is something that is becoming more popular as it is the first point of contact you make with potential customers, and thus vitally important.
Several research techniques are available ranging from on-line questionnaires where consumers can rate potential packaging designs presented to them on-screen or a central location test in which we can replicate supermarket shelf displays, which also allows consumers a tangible product to pick up as they would in a normal supermarket environment. Both methodologies provide detailed results and ones a client can use to improve their product before taking it to market.
To date, we have worked with many well known brands including M&S and Thornton’s, to help define and develop pack designs.
A client had a chilled wrap product and had developed several packaging options which they thought would be suitable for the product. Each option had different strengths and weaknesses in terms of product visibility, protection offered during transport etc. As such, the client wanted to gather consumer opinion on which packaging option they thought would be best for the product overall.
A Central Location Test of 120 typical consumers was carried out with respondents initially being asked general questions relating to other supermarkets they shop at, some descriptions about healthy eating and how they generally choose their food at lunchtimes.
They were then presented with each of the pack formats in a randomised order alongside a selection of pack visual pictures. They were asked to score several questions on an hedonic scale including overall pack format, value for money, how well the product would fill them up and how easy each pack format would be to use.
After seeing all of the pack formats they were asked to state their preference and reason why.
After statistical analysis of the results, it became clear that one of the four options achieved a statistically significant preference over the other three for several parameters including ‘Overall Pack Acceptance’.
Based on the results of the research, the client was able to make the recommendation about which of the packaging formats would be most well received by the typical consumer, and also the reasons behind the preference.