Packaging

 

Have an innovation pipeline that needs some direction?

 

Want to develop or improve your packaging?

 

Want to challenge the packaging conventions in your category but unsure of how to test the designs?

 

Get the insights that matter and know which product attributes and package designs make your consumer's brain 'POP' and excite them about purchasing.

 

Use eye tracking combined with brain activity to identify key product attributes and design elements that clearly engage with your potential buyers. Know what elements of design help differentiate your products and stand out on shelf.

  

A QUICK EXAMPLE

 

The images shown below display a much stronger eye fixation on the original packaging of Morning Fresh than the new packaging.  However, the new packaging of Morning Fresh shows a slightly better dispersion of eye fixations but with less intensity overall.

 

The Competitor analysis indicated that the Finish packaging is more effective than both Morning fresh designs.  There is a broad dispersion of eye gaze on key elements with strong gaze intensity indicated by the darker red.

 

The neural effectiveness scores (NES) suggested that the Finish packaging (NES=2.7) was much more engaging than the Morning Fresh (NES=1.4).  A higher NES score is linked to better on shelf performance.

 

morning fresh1

finish

                   ORIGINAL PACKAGING

 

                COMPETITOR PACAKAGING

 

morning fresh_new_pack
        morning fresh_brain                 
                       NEW PACKAGING                            NEURAL RESPONSE TO FINISH