• Home
  • Services
    • Data Collection & Analysis
    • Market Intelligence
    • Competitive Intelligence
    • Market Research
    • Employee Intelligence
    • Customer Intelligence
  • Insights
    • Case Studies
    • Webinars
    • Free Resources
    • Thoughts
  • About Us
  • Contact
  • Join Us
  • Request Proposal
    Have any question?
    (+263) 779 397 464
    info@researchmatters.co.zw
    Research MattersResearch Matters
    • Home
    • Services
      • Data Collection & Analysis
      • Market Intelligence
      • Competitive Intelligence
      • Market Research
      • Employee Intelligence
      • Customer Intelligence
    • Insights
      • Case Studies
      • Webinars
      • Free Resources
      • Thoughts
    • About Us
    • Contact
    • Join Us
    • Request Proposal

      Thoughts

      • Home
      • Blog
      • Thoughts
      • TESTING NEW PACKAGING – TEN STEPS TO ACTIONABLE INSIGHTS

      TESTING NEW PACKAGING – TEN STEPS TO ACTIONABLE INSIGHTS

      • Posted by
      • Categories Thoughts
      • Date December 16, 2019
      • Comments 0 comment
      packaging
      1. Don’t rush the research process – the stakes are high and the risks too great.
      2. Set clear benchmarks for success – and stick to them irrespective of the results.
      3. New packaging cannot ‘win’ on every metrics – it is important to assess performance on the core objectives outlined in the design brief.
      4. Include the current packaging as a benchmark – this will provide clear direction on the implications of a change and the potential for success of the new design.
      5. Choosing the right methodology is imperative – an actual competitive shelf display is more relevant if your product competes in a crowded category, actual (vs. relative) pack size is important to assess or the packaging has detailed graphics and/or wording. An online interview is a more cost-effective approach when testing a number of new packaging options or when prototypes have yet to be fully developed. This approach is also appropriate if the category in general and/or key competitors are limited and when looking to test among a broad sample or across different regions of the country.
      6. Consider incorporating a qualitative component into the research – this will provide a more in depth understanding of reasons driving the appeal of the new packaging. This approach can be extremely enlightening in evoking latent brand perceptions and how these are conveyed via the packaging.
      7. Choose your target wisely – interview current and potential buyers to determine the extent to which the new packaging brings in non-purchasers, while appealing to (and not alienating) your existing consumers.
      8. When testing new packaging within a competitive shelf display, aim to replicate the in-store planogram – if your brand does not command central position on-shelf it should not be tested in this position!
      9. Brand fit is an important metric to include in all measurement – is the packaging suitable or does it change consumers’ perceptions of the brand?
      10. Build in brand equity statements – this will provide clear guidance on the extent to which the new packaging is effectively communicating the key brand benefits.
      • Share:
      author avatar

        Next post

        RISK ASSESSMENT FOR THE TELECOMS INDUSTRY: CONTEMPORARY CHALLENGES AND HOW TO OVERCOME THEM
        March 16, 2020

        You may also like

        brand repositioning
        3 Critical Audiences for a Brand Positioning Study
        18 July, 2021
        covidimpact
        COVID 19 Impact Assessment for your business
        21 July, 2020
        evidence-21
        The importance of using an evidence-based approach to deliver commercial advantage
        12 July, 2020

        Leave A Reply Cancel reply

        Your email address will not be published. Required fields are marked *

        Search

        Categories

        • Blog
        • Business
        • Knowledgebase
        • Our Services
        • Thoughts

        Latest Courses

        Introduction LearnPress – LMS plugin

        Introduction LearnPress – LMS plugin

        Learn Python – Interactive Python Tutorial

        Learn Python – Interactive Python Tutorial

        Your Complete Guide to Photography

        Your Complete Guide to Photography

        logo-eduma-the-best-lms-wordpress-theme

        00 263 779 397 464

        info@researchmatters.co.zw

        Company

        • About Us
        • Contact
        • Join Us
        • Case Studies

        Links

        • Home
        • About Us
        • Market Research
        • Market Intelligence

        Support

        • Join Us
        • Employee Intelligence
        • Competitive Intelligence
        • Customer Intelligence

        Recommend

        • Thoughts
        • Webinars
        • Case Studies
        • About Us

        Research Matters Website by Express Media. Powered by Express Media.

        • Join Us
        • Employee Intelligence
        • Market Intelligence
        • Market Research

        Get In Touch With Us?

        Join thousand of researchers and get actionable granular insights and real-time data through various statistical and scientific methods.

        Get Started Now