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<td width="21%"> Packprobe</td>
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<div align="left">….measuring the effectiveness of
designs at</div></td>
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<div align="left"><img src="transparent.gif" width="20" height="8">the
subconscious level</div></td>
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<td class="boxlist">Is your packaging maximizing your product’s appeal?</td>
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<td class="boxlist">Do your pack designs outscore the competition?</td>
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<td height="61" class="maintext">The pack is the ultimate communication with
your potential customer. If its attributes do not measure up well against
your competitors, it will be at your peril. </td>
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<td class="boxlist">Measuring Packaging Effectiveness through Qualatative and Quantative Research Methods </td>
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<td class="maintext"><strong>Importance of the pack</strong><br>
Advertising campaigns may come and go: packaging is the silent long-distance
runner. </td>
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<td class="maintext">At the point of sale, the pack is visible, the product
is not. The pack, therefore, is the product and if the pack lacks quality,
the product will be seen in the same light. If the surface graphics are
wrong, the product will seem unattractive.</td>
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<td class="maintext">The whole marketing programme rests on the package. If
the advertising is poor, it wastes money, but a bad package - one that does
not appeal and, therefore, does not sell - is a disaster.</td>
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<td class="maintext">A pack can have these effects because it has a number
of attributes, or dimensions. It varies along a number of physical dimensions
(weight, size, texture, colour) and psychological dimensions (modern or
traditional, fresh or stale, appealing or repellent). If a pack is high
on the right dimensions the product has the potential for success, otherwise
it will surely fail.</td>
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<td class="maintext"><strong>Psychological scaling</strong><br>
Different stimuli initiate a variety of psychological processes within the
consumer - delight, revulsion, hunger, longing, etc. Psychological scaling
is a method of translating these psychological processes into a form that
can be measured and then quantified.<br></td>
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<td class="maintext">Focus groups cannot measure psychological attributes.
Individuals react in predictable ways to stimuli, but it is unrealistic
to expect them to verbalise about processes that are below the level of
awareness. However, individuals can usually make order judgements, even
when they cannot explain their choices. For example, someone may find it
difficult to say what constitutes 'quality' in a car, yet show him two models
and he will be able to say almost instantly which has more quality. It follows
that the position of a stimulus on a psychological scale can be measured
for a number of respondents, with survey results having important implications
in marketing terms.</td>
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<td class="maintext"><strong>Survey Method</strong><br>
In order to measure the psychological attributes, we avoid the inadequacies
of verbal description by directly quantifying the immediate visual experience.
We literally measure the psychological attributes of names, concepts, containers,
packs, colours and graphic devices. Our methods quantify the psychological
impact that a particular stimulus has on an individual.<br></td>
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<td class="maintext">To do this one firstly identifies those factors likely
to be important for sales success. If the product is frozen peas, then it
is important that the package should communicate 'freshness'. Different
colours can then be scaled in terms of the dimension of freshness and the
colour highest on this attribute identified and included in the design.
This technique is then repeated to test a selection of names, logos, layouts,
etc. and concludes with an assessment of buying preference. Our method is
thus directly measuring something extremely relevant to market performance.
We learn both how the products perform relative to each other and why.</td>
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<td class="maintext"><strong>Fieldwork</strong><br>
Packprobe surveys usually operate via street interviews. If it is considered
necessary to show actual packs, a central location would be required and
this would increase costs, but life-size photography is usually quite adequate.
Each respondent sees only two packs from which they will have to make a
series of forced preferences in respect of the range of attributes being
measured, including the ultimate buying preference question. All the packs
are assessed in a round robin fashion, each being assessed as one of a pair
with all the other designs.<br></td>
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<td class="maintext"><strong>Example of 3 pack test</strong></td>
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<td><div align="center">Current Design</div></td>
<td><div align="center">New Design A</div></td>
<td><div align="center">New Design B</div></td>
<td><div align="center">Sample size per pair</div></td>
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<td><div align="center">X</div></td>
<td><div align="center">X</div></td>
<td><div align="center"><p> </p></div></td>
<td><div align="center">50</div></td>
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<td><div align="center">X</div></td>
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<td><div align="center">X</div></td>
<td><div align="center">50</div></td>
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<td><div align="center">X</div></td>
<td><div align="center">X</div></td>
<td><div align="center">50</div></td>
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<td><div align="center">Each design seen 100 times</div></td>
<td><div align="center">Each design seen 100 times</div></td>
<td><div align="center">Each design seen 100 times</div></td>
<td><div align="center">Total sample 150</div></td>
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<td class="maintext">The results are presented in the form of a radar diagram
that provides an easy to understand ‘signature’ for each design,
which clearly illustrates similarities and differences and provides a guide
to the reasons for the purchase preference.</td>
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<p align="center"><img src="images/packprobegraph.gif" alt="design evaluation charts" width="600"></p>
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<td colspan="2">The readings that can be obtained are concise and unambiguous:
even fine differences in consumer perception are usually distinguishable,
yet research such as this is rarely more expensive than alternative, less
robust, qualitative methods.</td>
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<td><img src="images/packprobesignoff.gif" alt="package design evaluation" height="77"></td>
<td><img src="images/heawoodsignoff.gif" alt="heawood logo" width="195" height="85"></td>
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<td colspan="2">Packprobe® is a registered trademark of Heawood Research
Limited 1A Village Road, Prenton, CH43 5SR. For more details E-mail: post@heawood.com
or call 01625 582829</td>
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<td width="477" class="maintext"><p>Heawood Research Limited, 1A Village Road,
Prenton, CH43 5SR<br>
Call Peter Knowles on 01625 582829 or Fax 01625 590073<br>
Nikki McGrail on 0151670 9700 or Fax 0151670 9703</p>
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