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Quali Pack
Shopping Experience
Your agency has developed several different packaging designs and you want to pre-select those with the greatest potential and identify ways of improving them before the quantitative testing phase.
Our QUALI PACK method is an exclusive approach that aims to go beyond classic testing for selecting the relevant options for their image AND their potential for spontaneous understanding and visibility.
Although traditional qualitative testing techniques help understand what motivates consumers, they are not fully reliable and may lead to poor decision-making:
The QUALI PACK approach provides an in-depth diagnostic of each packaging option in terms of:
This selection of the channel or channels with the best potential for high performance and effectiveness prepares the validation in the quantitative test Packaging Screener Online or In Vivo Packaging in the experimental store.
After selecting the packaging options with the most potential for performance and effectiveness, the quantitative Packaging Screener Online or In Vivo Packaging tests are done in experimental stores.
Participants are asked to go about their shopping in the experimental store.
Consumers are plunged into a real-life shopping environment for the product category being studied so that their answers are as honest and as specific as possible, with a focus on the conditions for packaging success.
Reporting on the decision-making process
Key factors, the items being studied, possible hesitations, the brands and products considered... to understand how packaging affects which products consumers choose.
The purpose of this stage is to evaluate each packaging option's capacity to perform in the consumer goods context, using innovative techniques such as eye tracking and tachitoscopes, to:
Qualitative audit of packaging and signifiers
Shape, color, text, illustrations, font, etc., to evaluate:
Quali Pack
Pre-selecting top-potential packaging designs
Shopping ExperienceYour agency has developed several different packaging designs and you want to pre-select those with the greatest potential and identify ways of improving them before the quantitative testing phase.
Our QUALI PACK method is an exclusive approach that aims to go beyond classic testing for selecting the relevant options for their image AND their potential for spontaneous understanding and visibility.
- They encourage participants to analyze the packaging in-depth, a far cry from what shoppers actually do in stores.
- They do not account for immediate understanding, a basic factor for success in the consumer goods market.
- They underestimate the strength of the competitive environment
The QUALI PACK approach provides an in-depth diagnostic of each packaging option in terms of:
- Potential for immediate comprehension
- Potential for grabbing consumers’ attention
- Potential to attract consumers in a competitive market
This selection of the channel or channels with the best potential for high performance and effectiveness prepares the validation in the quantitative test Packaging Screener Online or In Vivo Packaging in the experimental store.
After selecting the packaging options with the most potential for performance and effectiveness, the quantitative Packaging Screener Online or In Vivo Packaging tests are done in experimental stores.
A qualitative approach in 4 phases
Participants are asked to go about their shopping in the experimental store.Consumers are plunged into a real-life shopping environment for the product category being studied so that their answers are as honest and as specific as possible, with a focus on the conditions for packaging success.
Reporting on the decision-making process
Key factors, the items being studied, possible hesitations, the brands and products considered... to understand how packaging affects which products consumers choose.
The purpose of this stage is to evaluate each packaging option's capacity to perform in the consumer goods context, using innovative techniques such as eye tracking and tachitoscopes, to:
- Identify what part of each packaging option grabs consumers' memories (at high, computer-controlled speed) and helps shoppers to find the product in the retail display space.
- Understand how the eye travels (where the eye rests, how long it spends on each spot, order of travel, etc.) across each packaging option to understand the essence of the image
Qualitative audit of packaging and signifiersShape, color, text, illustrations, font, etc., to evaluate:
- The strengths/weaknesses of each packaging element.
- The conveyed image compared with main competitors
- The packaging’s overall appeal
The advantages of Quali Pack
- The only qualitative testing method to factor in the tested packaging's potential for immediate understanding and visibility
- Over 20 years' experience in consumer goods packaging, guaranteeing an in-depth understanding of the product mix's strengths and weaknesses, and clear and operational recommendations.
- Top-notch contacts with Research and Marketing experience to provide our clients with excellent service.