How our package graphics testing works
Our packaging and POP methodology (as opposed to our competitors’ methodologies) tests in a hidden, unobtrusive way. Our respondents don’t know what they’re being tested for.
Our patented Simulated Walkthrough™ offers the most realistic shopping experience (can be conducted in-person or online). It not only includes “intrusiveness” (as measured by our eye movement recorders), but also “findability” (intrusiveness plus recognition), engagement (saccadic/fixation rate), competitive imagery, and impulse selection from among competition without awareness of the true client. Each respondent is seated in front of a large screen for a life-size, browse-able store setting. This gives them the ability to navigate the simulated store and zoom in when wanted to simulate shopping in any environment. This simulation technology can be used for exposure to various in-store signage. Eye tracking technology pinpoints which design attracts (engages) the eye. We also measure intrusiveness and how quickly the respondent can locate packaging on shelf (“findability”).
Our in-store technology gives a 360° view of a shopping experience. Our automatic in-store cameras can record real time pharmacy/supermarket shopping behavior to evaluate package designs, planagrams, POP displays, and in-store signage. Our hidden, in-store micro-cameras are strategically placed on product shelves, POP displays or LCD monitors. Using proprietary facial recognition, the cameras automatically record how many people view the test product; if the shopper approached the test product; and how long the shopper spent with the product.
Methodology
We look at the real-world and ideal world performance of a package to determine how effective it is and where it can be improved. We test for impulse purchase intent; recall, engagement (using our Saccadic e-Motion and eye tracking technology); findability; visual element playback; competitive imagery; intent to purchase, act or consider; likeability; impact of price, and other client-customized diagnostics.
Validation
Our systems have been designed to replicate the real world of shopping as recorded from years of using our in-store cameras, both on-shelf and above. Just one testimonial comes from a senior Johnson & Johnson executive: “I thought you would be interested in the latest in-market results of our new packaging on Johnson’s Baby. We led with the…and, as you can see, it is doing tremendously. We have done no advertising, product reformulation, or other extraordinary marketing activity, so we are attributing the uplift solely to the new packaging…I wanted you to know we continue to believe in the work we do with you and hope you’ll let the team at PreTesting know that their work does make a difference!”