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Innovation and Shopper Research

Inspiration and validation throughout the NPD process

Pack design research

Packaging is all about making sure your product stands out from the shelf, is easy to find, communicates the relevant brand promise and product benefits, is credible and intelligible and outranks your competition, all within the blink of an eye. MetrixLab offers a tailored and customized holistic perspective with evaluative and diagnostic qualitative and quantitative feedback on the performance of your pack design, addressing every phase your customer goes through during the in-store purchase process: search-consider-evaluate-decide.

MetrixLab offers a suite of state-of-the-art online techniques to optimize your packaging design that essentially replicates the entire in-store purchase process of consumers: search-consider-evaluate-decide. The results provide a solid foundation for improving conversion and ultimately sales at the place of purchase. With the aid of our qualitative tools and techniques, our quantitative normative database and our in-house design expertise your designers get granular feedback that really helps them to further optimize the packaging design on all relevant aspects.

We use a variety of online methods and techniques to measure strengths and weaknesses and help you optimize your pack design:

  • Stopping Power is measured by placing the new packaging design in a simulated online shelf. Consumers are encouraged to browse and shop the shelf
  • The Find-Time test measures how easy and quickly it is for consumers to find your product on the shelf
  • The Brand & Product Identification Test uses a limited timed exposure to measure the ability of the pack design to quickly get the key points across
  • First Impression, Overall Appeal and Purchase Intent are standard databased KPI’s, measured for the test product and selected key competitors
  • The Focus Tracker registers eye movement to better understand the hierarchy and visibility of the different design elements
  • The values and benefits that a pack design communicates are measured in a competitive context through a card-sort technique
  • The dot-technique (placement of green and red dots on specific design elements) with open-ended motivation provides understanding of likes and dislikes and clues for design optimization
  • Category Driver Importance: The in-store purchase decision will in part be driven by how consumers weigh the different product benefits in the category
  • Winning in the store is in the end about being purchased. An ultimate preference test is included in the study using either a priced or unpriced simulated shelf
  • As an option, when relevant, we can include a range-build evaluation, for example by asking consumers to drag and drop different SKU’s from the same brand onto a price perception line

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