Shelf Impact and Package Testing: Judging a Product by What’s on the Outside
Product packaging is a primary gateway for consumers to learn about your brand and product. And if the on-shelf packaging does not have an impact, that communication will never take place – let alone the purchase.
RTi has a number of market research tools and techniques that can help create or update packaging so that it has the impact to grab attention and the ability to communicate to consumers.
Depending on the specific needs of the project, RTi conducts package tests either:
- In-person using a unique, life-sized timed projection technique (somewhat similar to T-scopes)
- Online where we can control the environment plus allow consumers to use Web tools to highlight their likes and dislikes of a package. Online highlighting culminates in RTi “heat mapping” the package to visually and powerfully depict consumer reaction.
Important questions that our clients almost always ask (and we answer based on the study objectives) include:
- Should the package be shown by itself or within a competitive shelf set?
- Is a prototype of the package necessary for the research?
These are just some of the experience-based recommendations on important considerations that you can expect to ensure your success when working with RTi.