_ PRODUCT AREA_Pack test
The survey examines the package of a product and its features related to the
communication / image transferred and the concrete problems from use
(ergonomics, storage, protection, labeling, etc..). The evaluation may involve a
new product, the evolution of an existing product, the line extension and
diversification.
__TARGET
Consumers of the product or similar products or the same category.
__METHODOLOGY
The approach can be both qualitative and quantitative on the basis of the features of the pack to be tested and
therefore the objectives of the survey. In a pack test the following test methods can be used:
Visual test with eye tracking
Price Score and Brand price trade off
Real or virtual shelf test
www.interactive-mr.com
_ PRODUCT AREA_Pack test
__GOALS
Evaluating the level of comprehension expressed in the pack in terms of “useful information"
and in terms of concepts communicated
Searching for the consistency and/or the distinctiveness in the appropriate product category
beyond the overall level of satisfaction with the strengths and weaknesses
Obtaining the measurement of the intention to buy conveyed by the pack and the use
suggested
In the event of more alternative packs: collecting items to choose the best solution (screening
of the different concepts of pack)
Collecting new suggestions from consumers or potential consumers to improve and optimize
the new packaging
www.interactive-mr.com
_ PRODUCT AREA_Pack test
__OUTPUT
Measurement of the image profile conveyed by the new pack with regard to the current one
Its colours are pleasant
The images and the content show clearly the ingredients
90,0%
82,0%
80,7%
It is an easily memorable packing
79,3%
Its images are pleasent and well done
82,0%
90,0%
92,7%
Its colours are pleasant
76,0%
84,0%
It enhances the brand
76,0%
84,0%
76,0%
The content has got the right room
The packing communicates the quality of the product
74,0%
The image has got the right space
73,3%
Its packing is coherent/suitable for the product
72,7%
Its packing is new/modern/innovative
50, 60, 70, 80, 90, 10
0% 0% 0% 0% 0% 0,0
83,3%
Top 2 boxes:
completely and
enough agreed
71,3%
The picture invites to use the product
Its colours/content/images are distinctive/different compared to the others
69,3%
64,0%
53,3%
Its packing is new/modern/innovative
84,7%
86,7%
89,3%
88,7%
84,7%
87,3%
66,7%
58,7%
New Pack
Current Pack
www.interactive-mr.com
_ PRODUCT AREA_Pack test
__OUTPUT
Analysis of the Value for Money conveyed by the pack
It is worth much more
than it costs
New pack 1
7,5%
4,5%
New pack 2
New pack 3
4,0%
7,5%
Current Pack
17,5%
16,0%
15,0%
It is worth much more
than it costs
12,0%
62,0%
63,0%
It is worth as much as
it costs
61,5%
71,5%
11,0%
15,0%
It is worth less than it
costs
17,5%
9,0%
It is worth much less
than it costs
2,0%
1,5%
2,0%
0,0%
Vale molto di più del suo
prezzo + Vale di più del suo
prezzo
New pack 1
New pack 2
New pack 3
Current Pack
Top 2 boxes
25,0%
20,5%
19,0%
19,5%
www.interactive-mr.com
_ PRODUCT AREA_Pack test
__OUTPUT
Evaluation of how much the different packs can convey the quality of the product (analysis in
paired comparison)
47,9%
39,2%
30,8%
30,1%
34,7%
27,6%
33,4%
24,7%
20,9%
15,6%
20,6%
24,3%
20,9%
10,2%
10,5%
8,4%
Prima scelta
Prima scelta
Seconda scelta
Seconda scelta
New Pack 1
New Pack 2
Terza scelta
Terza scelta
New Pack 3
Quata scelta
Quarta scelta
Current Pack
www.interactive-mr.com
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