Problem

■ Which pack and pack design to use for a product. Data requirement

■ Does the pack stand out in a display?

■ Is the pack easily recognized?

■ Is the pack easy to open, use and close if necessary?

■ Does the pack design communicate positive messages? Data sources

■ Specialist research services (see Section 4.5.1).

■ Consumer surveys to measure:

o Attention value (see Notes for Guide 3, Section 16.9).

o Identification score (see Notes for Guide 3, Section 16.9).

■ Test centres, hall tests or mobile van tests: for functional performance, e.g. ease of opening, understanding of pack instructions (see Notes for Guide 3, Section 16.9).

■ In-home placement tests: for performance in normal use (see Notes for Guides 1 and 2, Sections 16.8 and 16.9).

■ Group discussions and depth interviews: for package concept association tests.

■ Consumer survey using attitude rating scales for pack designs (see Notes for Guide 3, Section 16.9).

■ Pseudo product test: to uncover pack communication value (see Notes for Guide 3, Section 16.9).

Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

Get My Free Ebook


Post a comment