It is important to conduct qualitative research and preliminary tests on new packaging concepts before launching them in store. One guiding principle is to keep shoppers in a shopping mindset the following tips can make a big difference in your research and results. At sunrise we help a lot of companies with their market research by prototyping. Sometimes all it takes is to touch and feel your product before it is released in the market.
1. Present packaging concepts within competitive context- When concepts are shown next to competition, it is more realistic to the shopping experience and allows us to gauge competitive differentiation, which is critical to in-store success.
2.Minimize side-by-side design comparisons-Conversely, when shoppers see alternative design systems for the same brand simultaneously on a side-by-side basis, it immediately takes them out of a shopping mode and encourages a focus on aesthetics.
3.Show concepts in their totality– It is important to remember that shoppers encounter packages in their totality and that the “gestalt” of a design is often more than the sum of its parts. Therefore, you should consistently show shoppers full packages and then probing to understand which design elements are driving reactions.
4. Show concepts alone (without marketing support)– Finally, it’s important to remember that packaging typically has to work on its own, without the benefit of advertising or point of- sale support. In this day of fragmented media, it is simply unrealistic to assume that shoppers have recently seen your commercial.
Blog Source: Packaging News