®
Visual Impact Test
a model for testing the impact of
packaging's, logo’s, colours and/or
designs
© 2011 Daccle
You never get a second chance to make a first
impression!
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Aspects that play a role are:
 Estimation of the turnover potential.
 Estimation of need for potential marketing/financial support.
 Will you get the needed pay-out?
 Time to market of new products is increasingly shortening; it
has to prove itself fast!
 Risk of image loss in case of failures.
 Hidden costs, time and effort.
© 2011 Daccle
To launch new or adapted
products is a challenge and a
risk!
Problem
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do not offer sufficient certainty
often expensive
time consuming
often indecisive
© 2011 Daccle
Existing methods to estimate future
success:
Solution
© 2011 Daccle
Visual Impact Test
Proven system with over 3.000 tests worldwide
The Power
Adequately predict
the sales of new
designs,
packaging's,
logos, names,
shapes and
colours.
© 2011 Daccle
Make sure that a design, logo,
packaging is fit for market.
© 2011 Daccle
Claim
Up to .90 and .95 proven
correlation between test results
and actual sales/ market
share.
New designs and packaging's
Flanker products
Improved designs and
packaging's
New logos
New names
Colours
© 2011 Daccle
Suitable for
does it work?
How
© 2011 Daccle
Visual Impact Test
®
Visual Impact Test is a holistic model. It
provides insight as marketed or as
concept.
The consumer
might buy it
No, the consumer
will not buy it
© 2011 Daccle
Yes, the consumer
will buy it
Visual Impact Test Model
Establish sale
Unique, powerful
algorithm with proven
predicting value
Ranking preferences
Ranking of preference
Suit: does it fit to me/ my
needs?
Holistic testing
Like: aesthetics
Is it liked?
© 2011 Daccle
Simulation of
decision making
process
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Consumers are basically unaware of the attributes that lead to a
buying decision. The buying decision is made unconsciously
(Szolnoki, 2007).
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Consumers choose for a product that is attractive and fits to their
experiences and life style
 Erwin, 0. (2001) Attitudes and Persuasion
 V.d. Eijnde e.a., TNO, consumers voice, 2010
© 2011 Daccle
Some theoretical backgrounds (1/2)

The fit and appeal of a product can be established in 2 ways:
 Traditionally: analyse all potential product- en packaging
elements that might have an impact on the consumers’
attitude
Or
 Holistic: An approach where the individual elements are NOT
seen separately, but the product or packaging is evaluated as
a whole: Visual Impact Test
© 2011 Daccle
Some theoretical backgrounds (2/2)
© 2011 Daccle
Conjoint Analysis
as an equivalent
of the traditional
approach
 Traditionally Conjoint
Analysis is often used to
establish which individual
elements and/or claims
contribute most to buying
intention (Not the actual
buy!).
An advantage of the Conjoint
approach is that the client might
get “objective”, measurable
insights of factors which ideally
initiate a positive purchase
intention
 More or less a ‘recipe’ is being
provided of the ‘ideal’
packaging

A major disadvantage however is
that there is NO link with actual
purchases/ sales. The only link is
with a purchase intention….
Furthermore the conjoint
approach is very time-consuming
and expensive.
Conjoint Analysis
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© 2011 Daccle
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Visual Impact Test is based upon the notion that it is in most
cases impossible to determine lasting individual elements that
directly cause purchase behaviour. Individual elements all
interrelate and purchase behaviour is often unconsciously based.
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Therefore, Visual Impact Test is a holistic model which
seamlessly matches the way a packaging (or design or logo or…)
is being perceived by an individual consumer.
 Is the packaging attractive (compared to the Umfeld of the
competition)?
 Does the packaging suit the consumer (lifestyle, etc.)
 What is the ranking of the evoked set of packaging's?
© 2011 Daccle
Visual Impact Test: holistic
Visual Impact Test: holistic
© 2011 Daccle
 VIT can best be applied after a product and/or
packaging is developed (albeit in concept)
 VIT is a model to establish the market
potential of 1 or more concepts within the
Umfeld of the competition
The algorithm
 On basis of these consecutive tests the
algorithm is matched to actual sales figures
and consciously improved
© 2011 Daccle
 Over 3000 tests have generated the building
blocks of the VIT algorithm:
1. the set of discriminating holistic variables
2. the interrelationship of these variables
What is the value of VIT when it comes
to actual sales/ purchases?
We have compared the actual sales and forecasts on
basis of VIT for many different products in many
different product groups. The typical correlation between
forecast and actual sales is .91
© 2011 Daccle
 Up to .95 correlation
between predicted sales
and actual sales
VIT offers
more….
1. a web-based test management- and
analysis tool
2. provides online data input, modelling
and various reporting formats
3. thorough analysis tools and what-if
scenario’s like:
 How does my new packaging
perform in supermarket x?
 How does my new packaging
perform among heavy users?
 How does my packaging perform
when a competitor is not available
or out of stock?
 Etc.
© 2011 Daccle
An actionable forecasting model.
Image
genuine
well being
40%
youghtful
30%
tradition
20%
10%
stylish
natural
ingredients
0%
masculine
buyers
non-buyers
pure
independent
refreshing
adventurous
© 2011 Daccle
Examples of
additional
information
wellknown
50%
Loyalty
Brand 1
45%
10%
5%
5%
7%
Which brand Brand 2
have you
Brand 3
bought before
last time?
Brand 4
3%
51%
8%
4%
3%
2%
6%
48%
0%
2%
23%
13%
12%
69%
16%
Brand 5
5%
8%
8%
9%
63%
© 2011 Daccle
And more….
Which brand have you bought last time?
brand 1 Brand 2 Brand 3 brand 4 brand5
Other answers provided:
And more…
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Why is my design not liked/
appreciated?
What product claims are important to
customers and how do I perform
compared to the competition?
What is the price elasticity of my
product?
Etc.
© 2011 Daccle
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Online or in-hall
Over 3.000 tests
Global
More than 25 years of expertise
A broad range of product
categories
A-brands as well as private labels
Up to 95% correlation between
forecast and actual sales
Actionable analysis tools
Some Product categories
 Carpets, vinyl flooring
 Dairy
 OTC products
 Beer
 Medicines
 Telephone
 Wine
 Snacks
 Curtains
 Kitchen designs
 Spirits
 Chips en snacks
 Frozen products
© 2011 Daccle
Facts & Figures
Contactdetails
Daccle BV
Vliegbasis de Huygens
Jan Evertsenstraat 777
1061 XZ AMSTERDAM
The Netherlands
Tel: + 31 20 6148120
Contact:
drs. Jozsi Toth
M: +31 653247546
E: jtoth@daccle.nl
We are located in a vibrant office building in
Amsterdam amidst several creative
knowledge companies
© 2011 Daccle
W: www.daccle.nl