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.

Metrics:

• Unique / Distinctive
• Annoying / Irritating
• Nice / Pleasant
• Dull / Boring

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.

Metrics:

• Fit
• Cues
• Uniqueness

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.

Metrics:

• Likes
• Dislikes

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.

Impressions (Prompted)

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

Metrics:

• 5 x customised statements

Rational Diagnosis

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

Metrics:

• New
• Informative
• Different
• Believable
• Relevant
• Clarity

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.

Metrics:

• 20 emotions in total across positive/negative and high/low arousal continuums.

Deep-dive (Spontaneous)

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

Metrics:

• 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.

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.