Packaging Testing

Is your packaging distinctive and recognisable? Test the effectiveness of new or revised package designs and labels.

Test iteratively at each stage of the development process

Package / Label

The 3 C’s predict marketing effectiveness

Cubery Methodology | Captivate


Stand out and elicit a positive emotional response
Cubery Methodology | Connect


Leverage unique brand properties to create instant recognition
Cubery Methodology | Compel


Predispose people toward purchase

What’s included in a report?

Below you will find an overview of our key reporting metrics. The depth of information included in your report will reflect the level of insight configured for the Test (see the table at the bottom of this page for further information).

Advertising Testing with Cubery Market Research
Performance Summary


The Cubery Rating is comprised of a number of dimensions which reflect the behavioural and psychological processes people go through when making a decision.


Cubery’s proprietary methodology uses 3 C’s to predict effectiveness: Captivate, Connect and Compel.



  • Cubery Rating
  • Captivating: Attraction, Interest, Likeability & Branding
  • Compelling: Feeling, Difference, Persuasion & Virality
Performance-Summary | Packaging Testing
Attraction Diagnosis


Measure of whether the packaging will stand out and set itself apart from other brands. The more unique and distinctive the packaging is, the better chance it has of being noticed.



  • Unique / Distinctive
  • Annoying / Irritating
  • Nice / Pleasant
  • Dull / Boring
Attraction Diagnosis | Packaging Testing
Branding Diagnosis


Measure of how strongly the packaging leverages the established properties of the brand (or the parent brand/masterbrand). Distinctive Assets help make the brand instantly recognisable.



  • Fit
  • Cues
  • Uniqueness
Branding Diagnosis | Packaging Testing
Likes & Dislikes (Spontaneous)


An understanding of the aspects of the packaging that people were most positive and negative toward. This helps to diagnose what’s working and identify opportunities for improvement.



  • Likes
  • Dislikes
Likes & Dislikes | Packaging Testing
Associations (Spontaneous)


3 words people associate with the brand after seeing the packaging. This generally elicits an emotionally-charged response, complimenting the more rationally-geared nature of the prompted Impressions question.

Brand Associations | Packaging Testing
Impressions (Prompted)


Measure of how strongly the packaging conveys the intended impressions about the brand.



  • 5 x customised statements
Brand Impressions (Prompted)| Packaging Testing
Rational Diagnosis


Conveying information which taps into one – or preferably more – of these six levers, can help to motivate short-term behaviour.



  • New
  • Informative
  • Different
  • Believable
  • Relevant
  • Clarity
Rational Diagnosis | Packaging Testing
Emotion Diagnosis


Packaging which makes people feel something has a better chance of being noticed and is more likely to influence decision-making and behaviour. This question identifies the type and intensity of emotions elicited.



  • 20 emotions in total across positive/negative and high/low arousal continuums.
Emotion Diagnosis | Packaging Testing
Deep-dive (Spontaneous)


A qualitative deep-dive providing insights which can help to optimise performance.



  • Impressions: The impressions people were left with about the brand.
  • Standout: The most memorable and appealing elements of the packaging.
  • Feedback: Opportunities to improve the packaging or make it more appealing.
  • Assets: The branding properties (Distinctive Assets) which people recognised.
OE Deep Dive | Packaging Testing
Value & Pricing


We offer two options for testing price perceptions:

  • Value: An understanding of whether the proposed price represents good value for money.
  • Pricing: Identification of an acceptable range of prices using the van Westendorp Price Sensitivity Meter.
Value & Pricing | Packaging Testing

Have further questions or want to see a case study?

What metrics are included in each tier?

We offer 3 different tiers to choose from when creating a Test. Select the level of insight which matches your testing requirements.

  • Performance Summary
  • Attraction Diagnosis
  • Branding Diagnosis
  • Likes & Dislikes
  • Associations
  • Impressions
  • Rational Diagnosis
  • Emotion Diagnosis
  • Open-ended Deep-dive
  • Value
  • Pricing
How does it perform?
  • + $500
What is driving performance?
  • + $500
How can it be improved?
  • + $500

Our latest thinking

Marmite double-dips into peanut butter

With a reputation for its divisive nature, Marmite recently stepped in to officiate the home-brewed marriage of two familiar flavours, adding the first permanent fixture to the brand’s core product

Budweiser Salutes America’s Front Line

Slashed budgets, working from home, and drastic shifts in strategic priorities; the impact of COVID-19 on marketers – in just a few short weeks – has been profound. But spare

Guinness stands stout in the face of adversity

As the COVID-19 epidemic grips the world, marketers are taking a cautious approach to their communications – being perceived as making light of the situation could result in irreparable brand

Have a question? Get in touch!

132 Cremorne St, Cremorne, VIC 3121, Australia