Many believe that copy and packaging research is all about a recall score matching a norm.
We respectfully disagree.
Copy and packaging research should be more than determining whether a recall or expressed purchase score matched a norm. Research should provide insights, information, and direction, both for the product alone and in the presence of competition. Our copy and packaging research should answer our clients’ questions of, “how do these scores tie in to the recent changes that have taken place, across all media, in my business?” and specifically:
“How can we do better?”
We use the latest in pre and post-tracking and observation technology to measure the impact of various factors on successful marketing of brands. We use four groups of measures, based on the type of execution, to evaluate and report:
Involvement in a real world simulation and among competition: Did the execution capture and maintain consumer/viewer interest or did they lose interest? Did they change the channel, turn the page, or skip the aisle?
Engagement (behavioral- saccadic eye motion): Were the executions visually engaging? Where did consumers/viewers focus their attention? What was the level of behavioral engagement?
Impulse purchase among competition: Will consumers purchase/act on an impulse/emotional level, in presence of competition?
Additional diagnostics recall—were the executions memorable?; unaided message communication –did consumers recall the intended messages?; imagery—did the execution favorably impact the competitive image of the brand?; persuasion—did the execution persuade consumers to purchase/act?
What else sets us apart? respondents have a chance to see an execution twice (to be fair to the agency and client) | we record behavioral response – what the respondent can’t or won’t say | we can test both in-person and online for faster results| we do life-size package testing of voluntary consumer approach to product, comparison shopping, intrusiveness, and price/value | we test packaging with or without ad support