Packaging testing

In Home Use Test

Packaging testing

Gather visitor reactions to new - or existing - packaging. (This is particularly helpful for products where there is no sales assist on the retail floor).

How the process works

Identify key campaign assets to involve in the study
Work with our Research Managers to develop a research protocol to explore advertising equities and relevant campaign elements to test
Recruit key segments (usually excluding brand rejectors)
Use mindswarms remote video capture to link participants to campaign elements including the platform, headlines, tag line, priority messages as well as individual elements (e.g. music, characters, tone/personality)
Synthesize findings into an Ad Equities report

Methods used

Unaided reactions to campaign platform
Messaging hierarchy understanding
Key messaging take-away
Emotional associations and reactions
Brand impact assessment

Timing and cost

Advertising Equity projects can take from one to two weeks or more to complete, depending on study complexity
Typical projects involve 20-30 participants
Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

25 participants each answer 10 questions using the video on their smartphone or laptop. That produces 250 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human pass to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

Creative and inspiring use cases of Fabric

The following is a short list of ways in which we and/or our clients have employed the platform creatively to extract new and unusual insights.

In Home Use Test - Fabric

Get to know your core target audience, intimately, by delving into their attitudes and lifestyle, brand affinities, product use and more.

Packaging testing - Fabric

Gather visitor reactions to new - or existing - packaging. (This is particularly helpful for products where there is no sales assist on the retail floor).

In Home Use Test - Fabric

Get raw consumer feedback to product and service use in home to benchmark features and pain points and inform future product and service improvements.

Watch consumers weigh in via video at critical points on their journeys - Fabric

Have consumers show you their journey through a decision, product use, event or consumption moment.

Create highly unique audience segments - Fabric

Identify key behavioral or attitudinal differences amongst audiences to develop a segmentation strategy (or drill down on one specific segment).