Posted by: Truth & Spectacle | Date added: Wed 09 Nov 2011
Market research consultancy SPA Future Thinking has revamped the way it measures response to packaging by integrating behavioural and emotional techniques to its more traditional methodologies.
The approach is based on the latest in behavioural and neuroscience thinking. It allows the consultancy to monitor brand associations for clients using both rational and implicit techniques to measure everything from shelf stand-out, trial purchase intent, design appeal, communication efficacy, brand equity, range cohesion, functional usage, and pricing and sales potential.
SPA Future Thinking has devised two products to cover packaging from the start of the process to the finish: PackPotential is suitable for the design screening stage while PackPerfect covers the pre-launch optimisation stage.
‘The need for FMCG marketers to add value and differentiate their brands, in a measurable ROI way, has never been so acute. Brand owners are looking to the power of packaging to help meet these challenges and they need consumer insight to inform the decisions around consumer appeal, sales potential, brand fit and packaging performance optimisation,’ said Andrew Tharme, managing director at SPA Future Thinking.
‘We’ve developed PackPotential and PackPerfect as holistic methodologies to ensure both the rational and emotional consumer benefits are addressed and measured. The ability to deploy sales (volumetric) forecasting, using our Apollonius model as an integral part of the research, provides a pure ROI measure,’ added Tharme.
The approach can be used either face-to-face or online. Face-to-face is recommended for evaluating functional usage benefits, or high-level simulation of retail shelf purchase. Online consumer access will cost-effectively evaluate pack designs, most shelf stand-out scenarios, brand emotions, communication, pricing and sales potential.
In addition, high resolution 3D retail display purchase simulations, 3D design evaluations and functionality movie clips provide convenient, life-like stimuli to ensure the protection of design and brand integrity. For detailed deconstruction of designs and shelf navigation, Eye tracking technology can also be deployed. Both solutions provide succinct board-ready scorecard reporting deliverables.
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