Updated: Jan 13
THE CHALLENGE Risk assessment of changing the packaging of a product in the household category.
Central location test conducted across 4 days comprising 3 legs with multiple methods applied. 465 respondents were pre-recruited to ensure accuracy of category/brand/variant representation. All completed an unprompted shopping exercise at a mock up shelf followed by an interviewer-led survey captured on tablets. 72 respondents were eye tracked shopping at shelf, whilst 36 respondents took part in a 20 min moderator-led qualitative interview.
THE OUTCOME Detailed, comparative analysis on purchase decisions with assessment into trading up, down and across category to gauge the impact on category growth. Measured factors included visibility, engagement & interaction, and decision factors at shelf. Eye-tracking analysis, heatmaps, dwell time, length and fixation on AOIs provided additional insights into subconscious behaviour, helping the team build a strong business case for internal approval and retailer. Qual insights unearthed appeal and believability of pack designs & claims.