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Our client, a marketing cooperative, works with several food manufacturer brands to launch new products throughout the year. One aspect of their new product launches is packaging research. Because the marketing cooperative would like opportunities to optimize the packaging prior to launch based on consumers’ feedback (vs. just picking a “winner”), there is a need to incorporate qualitative analysis into the research – as well as acquire quantitative metrics from ratings. A CopyIQ system emerged as an ideal solution to elicit qualitative and quantitative feedback on product packaging concepts developed across a variety of brands.

Situation

Our client, a marketing cooperative, works with several food manufacturer brands to launch new products throughout the year. One aspect of their new product launches is packaging research. Because the marketing cooperative would like opportunities to optimize the packaging prior to launch based on consumers’ feedback (vs. just picking a “winner”), there is a need to incorporate qualitative analysis into the research – as well as acquire quantitative metrics from ratings. A CopyIQ system emerged as an ideal solution to elicit qualitative and quantitative feedback on product packaging concepts developed across a variety of brands.

Problem

As a marketing cooperative works with different brands in launching new products, it also helps with various aspects related to marketing the products, including the packaging. While there is a desire to assess typical package evaluation metrics (appeal, uniqueness, intentions, etc.) in evaluating the potential of each design, consumers’ open-ended reactions to the packaging are also a valuable part of the assessment. However, budget and timing do not allow for an extensive two-phase qualitative and quantitative approach.

In addition, given that this cooperative works across different brands that are all in the same category, they desired a design that would enable them to compare and “benchmark” results from test-to-test.

Result

Our client now has a quick and efficient system for conducting packaging research, via CopyIQ. It meets their qualitative and quantitative needs, and it enables them to carry learnings from one test to another – both in terms of seeing how results compare across packages tested and also in terms of key packaging aspects that tend to work well among their target audience.

Each test is a little different. At times, we have tested several package designs where there is a very clear winner. Other times, a few are strong, and it takes some digging to tease out the nuances – whether in open-ended comments, or via digging into a specific subset of respondents. In most cases, our client is also left with some potential package optimizations to consider – even for packages that are already strong. In addition, some tests have helped them to determine that packaging aspects they thought were important/critical ended up not being the things that drove consumers to like a package (or want to try the new product).

Our client has used the results from each of these studies to develop the final packaging for new products as they enter the marketplace. Knowing which aspects are most notable to consumers has also helped as they’ve developed their marketing plans for these new products.
 

Solution

A series of CopyIQ studies have been conducted for several different new product launches in the past two years. Sessions of 60-75 participants include both standard quantitative measures (appeal, uniqueness, intentions, attribute ratings, etc.) and also include several open-ended questions to help assess what is working best (or not working) in each of the packaging concepts.

The CopyIQ sessions are conducted live, with the C+R team walking the client team through the results as they come in. This enables us to talk through what we’re initially seeing with the client, as well as add any potential extra questions/probes based on how consumers are answering. Many times, the client leaves the session with a clear picture of the strongest package/what’s working in the designs, as well as next steps. However, a PowerPoint report is also provided to the client; on top of the key measures, we also use our analysis time as an opportunity to dig a little deeper into specific comments, identifying nuances that may not have been apparent in the live session. By doing so, we’re able to provide our client with a recommendation for the path moving forward – whether it’s to move forward with one of the designs as-is, or potentially revise an existing design to enhance performance.

The studies assess different types of products within the same broader category. As such, we have been able to incorporate the same “quant” metrics in each study, customizing some specific questions, attributes, etc. that only apply to specific products. Because many questions are consistent across studies, we have also worked with our client to put together a database of scores across the different studies – allowing our client to see where new concepts stack up vs. previous ones.
 

Outcome

Our client now has a quick and efficient system for conducting packaging research, via CopyIQ. It meets their qualitative and quantitative needs, and it enables them to carry learnings from one test to another – both in terms of seeing how results compare across packages tested and also in terms of key packaging aspects that tend to work well among their target audience.

Each test is a little different. At times, we have tested several package designs where there is a very clear winner. Other times, a few are strong, and it takes some digging to tease out the nuances – whether in open-ended comments, or via digging into a specific subset of respondents. In most cases, our client is also left with some potential package optimizations to consider – even for packages that are already strong. In addition, some tests have helped them to determine that packaging aspects they thought were important/critical ended up not being the things that drove consumers to like a package (or want to try the new product).

Our client has used the results from each of these studies to develop the final packaging for new products as they enter the marketplace. Knowing which aspects are most notable to consumers has also helped as they’ve developed their marketing plans for these new products.
 

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