Market Research Innovation Packaging evaluation
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1 México, 2015 Market Research Innovation Packaging evaluation MORE Market & Opinion Research Nuevo León No. 54 Of 201 Col. Hipódromo Condesa México, D.F t. +52 (55)
2 MORE in a few words
3 MORE is a full research agency with over 10 years of international experience.
4 With offices in Mexico and Chile, we conduct studies in 16 countries of the Latin American region and the U.S. Hispanic market (Spanish spoken countries) MORE is expert in consumer research, product testing, brand evaluation, shopper research and online studies.
5 Let s get started
6 What makes a great pack?
7 A packaging is like a 5 second advertising running constantly Lars Wallentin, Ex-Vice President Communication & Design of Nestlé now consultant (Packagingsense.com)
8 The pack is an important part of brand communication
9 The best brands consistently win in the 2 moments of truth Kevin Roberts, CEO of Procter & Gamble in 2005
10 The 2 lives of the pack
11 Just like us, a pack has two lives
12 A private life
13 A public life
14 Like us, packaging has to succeed in its two lives Public life Private life In a competitive situation Talking to the shopper Outside the competitive situation, when on its own Talking to the consumer
15 Your pack must succeed in both lives In the shopper life: Speaking to the Shopper Outside the competitive situation: Speaking to the Consumer Convey a positioning To be seen To be recognized Be attractive Be competitive Liking To tell a story Fulfill expectations in terms of handling, usage, information, feel
16 How should we test the shopper life?
17 The Mass Effect
18 The mass effect is important
19 The mass effect is important
20 The mass effect is important
21 Success in the shopper life What you don t see, is what you don t buy
22 Innovation in market research methods
23 How should we test the shopper life? Eye tracking Option 1 Real size shelf display Option 2 Online
24 Because What you don t see, is what you don t buy
25 What is the best research approach? Real size shelf display Vs. Online
26 What if
27 You could upload stimuli on a platform...
28 Stimuli In-store photography HD pictures in store Photo shopped ABCD versions
29 Send the stimuli to respondents (at home)
30 track their eyes with their webcam...
31 and receive the results within a few days
32 Process of online webcam based eye-tracking
33 The value is in the combination
34 Emotions over time
35 Facial coding: scalable & cost effective measurement of emotions Evoking positive emotion is vital in marketing. Facial coding measures emotions through facial expressions. Respondents are exposed to stimuli and 7 expressions are detected by algorithms.
36 Lie to me
37 Why webcam facial coding? Not based on stated behavior. Online study: cost effective, fast, scalable. Second by second analysis experience + unique technology = actionable insights
38 Online market research using both Eye tracking & Facial coding
39 examples
40 1. Increase sales by letting your product stand out and raise interest Disruptive Shelf Ready Packaging, the hidden opportunity
41 Draw the attention of the shoppers to your (new) product by disruptive SRP Draw the shoppers attention to the new product Silky during their normal shopping Use advanced eye tracking technology to analyze if disruptive SRP works to draw attention away: Seen (Noticed) Remembered (Recall) Willingness to explore (Curiosity)
42 SRP may disrupt the shopper s searching behavior Online eye tracking studies of 150 shoppers prove that disruptive SRP draws the eyes away (hotspot) Noticed by 76% more shoppers (in first 5 sec) Recalled by 79% more shoppers after the trip Raised curiosity by 275% more shopper
43 How should we test the consumer life?
44 Evaluating the package alone Will clients notice your brand and unit single proposition (USP) on your package? In which design is it easier to identify formats/varieties? Which pack design is most attractive, has the highest purchase intent and is most in line with brand? Key purchase drivers analysis
45 2. Package redesign eye tracking shelf test Example report confidential Training purpose Which pack design will attract most attention in the shelf? (simulated shelf test) In which design is it easier to identify formats/varieties? (stand alone pack eye tracking) Which pack design is most attractive, has the highest purchase intent and is most in line with brand? (q.)
46 Testing process
47 Main findings and recommendations Design 1 performs 10-25% than design 2
48 Design 1 has more potential for creating impact
49 Key purchase drivers Image attributes that dominantly drive purchase intent (regression analysis)
50
51 Gracias! Carlos E. Quezada Guzmán MORE Market & Opinion Research Nuevo León No. 54 Oficina 201 Col. Hipódromo Condesa t. +52 (55) c. +52 (55) Este documento es propiedad intelectual de MORE, Market & Opinion Research, por lo que cualquier tema relacionado con su contenido, es de uso confidencial y se considera ilegal que este documento sea accesado por otros proveedores competencia directa de MORE Market & Opinion Research.
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