Packaging Testing

Test the effectiveness of new or revised package designs and labels.

The 3 C’s predict marketing success

Captivate

Does it stand out and elicit a positive emotional response?

Connect

Does it leverage unique branding properties to create instant recognition?

Compel

Does it predispose people toward purchase?

We offer 3 tiers to choose from when configuring a test

Evaluate
How does it perform?
Diagnose
What is driving performance? 
Optimize
How can performance be improved?
Packaging Testing metrics - Performance SummaryPackaging Testing metrics - Attraction DiagnosisPackaging Testing metrics - Branding DiagnosisPackaging Testing metrics - Impressions (prompted)Packaging Testing metrics - Value for money

Performance Summary
The 3 C’s are the building blocks of effective marketing, diagnosing the behavioral and psychological drivers of decision-making.
‍
Metrics:‍
  • Cubery Rating: Captivate, Connect & Compel
  • Captivate: Attraction, Interest & Likeability
  • Connect: Fit, Cues & Uniqueness
  • Compel: Feeling, Difference & Persuasion
Attraction Diagnosis
Does it stand out and set itself apart?

Metrics:‍
  • Unique / Distinctive
  • Annoying / Irritating
  • Nice / Pleasant
  • Dull / Boring
Branding Diagnosis
Leveraging distinctive assets helps create instant recognition, while also building trust and credibility.
‍
Metrics:‍
  • Fit
  • Cues
  • Uniqueness
Impressions
Does it convey intended impressions about the brand/product?

Metrics:
  • ‍5 x tailored statements
Value & Pricing
We offer two options for testing price perceptions:

Value: Does the proposed price of the brand/product represent good value?
‍
Pricing: How much would people be prepared to pay for the brand/product? This identifies an acceptable range of prices using the Van Westendorp Price Sensitivity Meter.
Packaging Testing metrics - Rational DiagnosisPackaging Testing metrics - Associations

‍Diagnose includes all Evaluate metrics, plus:

Rational Diagnosis
How persuasive is the information conveyed about the brand/product?

Metrics:
  • ‍New
  • Informative
  • Different
  • Believable
  • Relevant
  • Clarity
Likes
What aspects of it are people most positive toward?
(Open-ended)
Dislikes
What aspects of it are people most negative toward?
(Open-ended)
Associations
What 3 words would people use to describe the brand/product after seeing it?
(Open-ended)
Packaging Testing metrics - Emotion DiagnosisPackaging Testing metrics - Impressions (spontaneous)Packaging Testing metrics - StandoutPackaging Testing metrics - Assets

Optimize includes all Evaluate & Diagnose metrics, plus:

Emotion Diagnosis
What emotions does it make people feel? Diagnosis of both positive and negative emotions (20 in total) across a high to low arousal continuum.
Impressions
What impressions does it give people about the brand/product?
(Open-ended)
Standout
What are the most memorable elements of it?
(Open-ended)
Assets
What distinctive assets do people recognize from it?
(Open-ended)
Feedback
What would people change to improve it or make it more appealing?
(Open-ended)

Deliverables

Online Dashboard

All your tests will be housed in an intuitive and easy-to-use dashboard, meaning historical data is never lost and always available at your fingertips.

Tailored Report

Our team of consultants will prepare a tailored report for your test, providing you with in-depth analysis, insights and recommendations.

pricing information

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