IN VIVO BVA

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In Vivo Quali Pack

Succeed at the 1st moment of truth

Assess your potential packaging in the aisle

In order to identify the most effective concepts as early as possible, this practical qualitative method “in test stores” enables you to review the concept using real shopper experience and to check if the hypotheses made upstream are really perceived by the consumer.

Often, consumers may express positive attitudes during qualitative testing (due to the group effect or in-depth work on a text), only to reject or ignore products once they are packaged and put up against competitors' products.

3 steps

1. Observation in the aisle
2. Individual interview
3. Eye tracking & tachistoscope

For a comprehensive assessment

• Implicit decoding of the shopper’s mental processes before the purchase
• Understanding behavioral factors in a quick decision-making situation
• Implicit study of the potential for visibility and immediate understanding of packaging prototypes (interviewees are initially unaware of the purpose of the test)
• A prompted image assessment at the end of the interview to identify further areas for improvement and understand differences with competitors.