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For Outstanding Packaging
With packaging such a pivotal marketing tool, why don’t we research pack design as much as we do advertising?
A great many shopping decisions are made at point of purchase, where packaging is your brand’s key communication tool. Does your pack make it to the marketing finishing line?
Creating numerous sets of packaging prototypes can be cost prohibitive, far exceeding market research investment. ACNielsen | packs@work is a breakthrough packaging testing research system that provides a cost-effective solution using state-of-the-art computer aided graphics that simulate a 3D model of packaging design using either a prototype or packs created using Computer Aided Design.
packs@work can help you diagnose whether your new packaging out-performs the existing design and how your current packaging performs against competition.
packs@work offers:
- Easy to compare indices for benchmarking
- Multidimensional model for insightful diagnostics
- No need for prototypes, resulting in cost savings from lower interview costs
- Faster fieldwork for timely decisions.
packs@work incorporates innovative graphic interactivity tools which reduce cultural response bias to scales and engage respondents, improving data accuracy.
Is your packaging outstanding?
As marketers, you need to ask whether you have an innovative pack that will grab the consumers’ attention on a cluttered retail shelf, given the short time span spent shopping for each category.
Will the pack drive brand awareness, consideration or sales by inducing brand switching or reinforcing brand commitment at point of sale?
Unlike advertising exposure, which can be relatively brief, packaging continues to build your brand values during the extended usage of the product and can drive your brand equity and loyalty.
Packaging plays an even more important role for:
- Brands with low advertising support
- Impulse purchase categories
- Categories with low brand loyalty.
As marketers, you can make relatively lower investments in pack changes compared to advertising and promotions and drive significant gains in brand sales
Empathy · Persuasion · Impact · Communication
packs@work uses the ACNielsen 4-dimesional approach, E.P.I.C., to comprehensively evaluate the efficacy of packaging.
Empathy
Do they like the pack? Does the pack make the brand more relevant to them?
Persuasion
Are they more likely to buy the brand? Does it reinforce commitment?
Impact
Does the pack cut through the retail clutter?
Communication
Is the pack communicating the desired imagery? Is it communicating functionality? Is it creating brand linkage?
E.P.I.C. measures are robust and relevant. Measures are based on responses to multiple questions, making them more robust for inter-survey comparisons and more relevant to what they are measuring.
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