Relationship Background
Launchpad has built a strong working relationship with a manufacturer of consumer goods, for over 20 years. Over that time, we have partnered with them on a plethora of research needs across multiple brands. Sustainability is a very current and hot topic for most companies, and we were delighted that they came to us to address their business question on the role of packaging in their category.
Will shoppers notice the new pack and remain loyal; will competitor users trade-in?
The Challenge
We set out to assess any potential risk at the shelf, with a proposed switch to more sustainable and radically different packaging for a well-known household brand.
The Solution
A shelf shopper test was conducted among 60 shoppers, in a physical fixture environment, applying strict protocols; comparative shelf layouts were built – current vs. new test packaging. We recruited half users of current packaging / half users of the format among competitor brands. This was overlaid with eye-tracking to more accurately capture visibility/engagement/purchase behaviours, followed by short qualitative interviews to explore behaviour drivers & reactions to the proposed packaging switch.
The Outcome
Our client was able to confidently progress with the new, more sustainable pack. The test demonstrated the new pack drove strong visibility & engagement in a competitive environment, with no sign of rejection. Furthermore, it was perceived as more eco-friendly than current, driving trade-in from competitor users.
