PACT©

PACT©

Europe’s Fastest Growing Online Market Research Agency

• Established in 1999

• 150+ Research professionals

• 200+ Leading clients

• Projects in more than 50 countries worldwide

• Offices in Hamburg, Rotterdam, London, Madrid, Paris and New York

• European panel of 850.000 consumers and global access (GER: 130.000)

PACT©

PACT©

Your Pack Designs Fully Evaluative - a Solid Base for Growth

Pact© - Benefits

• Customised PACT© provides a packaging design solution tailored and customised around your needs

• Fully Evaluative Offering a well-rounded perspective with evaluative and diagnostic qualitative and quantitative feedback

• Latest Techniques Including a suite of state-of-the-art online techniques, visually appealing and motivating with normative database and in-house design expertise

• Delivers the base for Growth Provides a solid foundation for improving product performance at the place of purchase

• Proven Methodology Recognised and selected as best-in-class pack design method by multiple Fortune 500 companies

PACT©

Two critical challenges in the life of a product are:

1. Getting purchased in the store

2. Delivering a user experience that delivers re-purchase

The two defining moments in the life of a product are getting purchased and being used/experienced

PACT©

PACT©

PACT© Pack Design Test is modeled after the in-store purchase process

Search Consider

Shelf visibility,Stand-out &First impression

Decide Evaluate

Appeal,Benefits,

RTB’s,Brand

promise

Relevance/fit of benefits and

RTB’s

PACT© Study Research Objectives

Will the new pack design help to steal from the

competition?

What is the best place on the shelf?

Is the packaging design hierarchy

working well?

Does the pack design stand out on the shelf?

Is the new packaging design an improvement

over current?

Does the new design support the desired

positioning?

Is it likely to have a positive impact on the

business?

Should we go ahead and make the investment?

PACT©

PACT© offers a holistic perspective on the performance of your pack design

Search Consider Evaluate Decide

Is the pack noticed in a competitive crowd?

What benefits & values does the pack

communicate?

Is it relevant, compelling and consistent?

Is there an increased preference?

• Visual impact from

the shelf

• Shelf organization

• Ability to quickly

communicate key

points

• First Impression

• Design elements

hierarchy (focus

tracker)

• Perceived Brand

Values & Fit with

Brand Positioning

• Perceived Product

Benefits

• Overall Appeal

relative to key

competitors

• Likes & dislikes

design elements

(dot technique)

• Category Purchase

Drivers

• Preference from the

shelf

• Purchase Intent

PACT©

PACT© uses state-of-the-art visually stimulating survey modules

Search Evaluate Decide Consider

Stopping Power shelf test

Brand & ProductIdentification Test

Focus TrackerDesign Hierarchy Test

Category Purchase Drivers

Brand Values Product Benefits

Find-Time shelf test

First Impression(KPI)

Overall Pack Appeal(KPI)

Purchase Intent(KPI)

Dot Techniquedesign likes/dislikes

Preference from the shelf

OR

PACT©

KEY MEASURES:

% Picked up first

% Looked at in total

INPUT OUTPUT

T: Looked at in total

F: Picked up first

Most relevant for completely new

designs

Stopping Power Shelf Test

Does the new design really stand out in the fascia?Stopping Power is measured by placing the new packaging design in a simulated online shelf. Consumers are encouraged to browse and shop the shelf

Comparing the new

design in context on

shelf

PACT©

KEY MEASURES:

% Correct identification

Avg. time needed to find

INPUT OUTPUT

Most relevant for redesigns

The Find-Time test measures how easy and quickly it is for consumers to find your product on the shelf

Current pack New Pack Change Target

% correct identification

85% 87% +2 90%

Avg. time needed for correct

identification7.5sec 6.5sec -1sec 6sec

Consumers are asked to find your product and click on it. Upon exposure to the shelf the time needed to find the product, as well as the % who select the correct product is registered

Find-Time Shelf Test

PACT©

KEY MEASURES:% Correct brand recognition% Correct product type recognition% Correct (sub)-headline recall

INPUT OUTPUT

0.5s exposure timeCurrent

pack New packKey

competitor

% correct Brand Recall

52% 85% 74%

% correct Product recognition

85% 95% 93%

% correct headline recall

47% 63% 75%

Brand & Product Identification Test

(Tachistoscopic test with limited time exposure typically set at 0.1s, 0.2s and 0.5s)

The Brand & Product Identification Test uses a limited timed exposure to measure the ability of the pack design to quickly get the key points across

PACT©

KEY MEASURES:- First Impression - Overall Appeal- Purchase Intent

INPUT OUTPUT

Key Performance Indicators

First Impression, Overall Appeal and Purchase IntentThese are standard databased KPI’s, measured for the test product and key competitors

KPI’s

(top-2-box %)AN Other

SoupHeinz Soup

Campbell Soup

Musgrave New

Bench mark

Canned

First Impression 50 75 72 80 76

Overall Appeal 56 66 75 78 72

Purchase Intent 45 55 62 59 54

PACT©

PACT© 14

The Focus Tracker registers eye movement is registered to better understand the hierarchy and visibility of the different design elements

INPUT OUTPUT

KEY MEASURES:- Identification of high/low attention areas- Insight in the scanning order of consumers - Role and function of the various elements of

the packaging design

Focus Tracker Design Hierarchy Test

0 sec1

sec3

sec

4 sec

5 sec

2 sec

1

2

4

3

2

3

In a short training exercise respondents learn to track their eye movement using their mouse. This technique has been validated by the University of Groningen. White Paper is available.

The values and benefits that a pack design communicates are measured in a competitive context through a card-sort technique

Total

KEY MEASURES:Fit of pack design with custom:- Brand Positioning/Value Statements- Product Benefit Statements

Picture sort question using ‘drag&drop’ of

product designs into best fitting response box

Brand Positioning & Product Benefits

INPUT OUTPUT

Perceived Brand Positioning

(top-2box %) Sony Philips Monster

Really understands my needs

55 54 56

Innovative 62 73 51

Easy to use 70 59 48

PACT©

The dot-technique (placement of green and red dots on specific design elements) with open-ended motivation provides understanding of likes and dislikes and clues for design optimization

KEY MEASURES:- Intensity of likes/dislikes of areas/designelements - Motivation/explanation of likes and dislikes

DOT Technique

INPUT OUTPUT

“The head of this shaver is unique and the picture on the package demonstrates this fact clearly.“Nice and clear image of the shaver”“The design is innovative; especially the head”

“This to much information on the front of the pack.”“I don’t like English texts on the front.”“Too much small prints”“Shows the clean and charge station of

the shaver which is a very practical feature”“A cleaning station is very important’.

“Brand of the shaver is very important.”“It’s clear that it is a Philips shaver.”

“Dark spots and circles are ntreally meaningful I think.”“Looks too spacey”“Very chaotic background”

“This claim is far too pretentious”“Typical Marketing claim.”

“It looks smart, quick and flexible.”“Suggests dynamic action”“Shows the flexibility of the shaving head”

“While here crucial information is placed about the shaver; really clear explanation.”“All functions of the shaver in just one view”

“Because this is simply the best razor I know.”

“The clean and charge station looks somewhat ‘out placed’alongside to the large image.”

“The head of this shaver is unique and the picture on the package demonstrates this fact clearly.“Nice and clear image of the shaver”“The design is innovative; especially the head”

“This to much information on the front of the pack.”“I don’t like English texts on the front.”“Too much small prints”“Shows the clean and charge station of

the shaver which is a very practical feature”“A cleaning station is very important’.

“Brand of the shaver is very important.”“It’s clear that it is a Philips shaver.”

“Dark spots and circles are ntreally meaningful I think.”“Looks too spacey”“Very chaotic background”

“This claim is far too pretentious”“Typical Marketing claim.”

“It looks smart, quick and flexible.”“Suggests dynamic action”“Shows the flexibility of the shaving head”

“While here crucial information is placed about the shaver; really clear explanation.”“All functions of the shaver in just one view”

“Because this is simply the best razor I know.”

“The clean and charge station looks somewhat ‘out placed’alongside to the large image.”

PACT©

Likes & dislikes of Current design

20%: “I like bottles that are ‘signed’”“I like the raised lettering, it’s rather distinctive” 40%:

“I can't think of anything I particularly dislike about the pack”

“I placed the red dot on the side because there really is nothing that I dislike about this whisky”

78%:

“Distinctive ship, you know the brand straight away”

“The first thing I noticed was the white sailing ship”

“The white Cutty Sark ship is distinctive and sets the brand apart from other bottles”

19%: “I hate the bottle color and -shape”“It’s not a big deal, but I don’t really like the bubble in the neck”“I dislike the narrow awkward neck of the bottle”

19%: “The writing is too difficult to read”“Not sure what the words say”

38%:

“I like the fact that the bottle gives a timeframe for how long the product has been produced. A product which has been on the market for more than 100 years shows tradition and tends to show quality over time”

“Traditional products always have an extra appeal because their long lives indicate quality”

59%: “It’s a very classy label”“It looks very nice, black contrasts against a green bottle”

20%: “It looks like a wine bottle”“It is repetitive. Either have the signature or have the name on the black part of the label or on the cap seal but you don't need all three. You are not selling ‘Perry Bros & Reid’”

PACT©

The in-store purchase decision will in part be driven by how consumers weigh the different product benefits in the category

KEY MEASURES:Relative importance of specific features andbenefits when shopping within the category

Category Driver Importance

INPUT OUTPUT

In the analysis phase the benefit importance and product performance scores are combined in a quadrant map that will help to prioritize on-pack and communication claims

PACT©

Winning in the store is in the end about being purchased. An ultimate preference test is included in the study using either a priced or un-priced simulated shelf

KEY MEASURES:% being preferred/purchased from the shelf(optional: % being considered for purchase)

Preference Test

INPUT OUTPUT

PACT©

Range-Build Evaluation Test

INPUT OUTPUT

The Range-Build EvaluationAsking consumers to drag and drop different SKU’s from the same brand onto a price perception line delivers a clear evaluation for how it is seen in context with competition

Cheap Expensive

PACT©

Survey comments

Why a green bottle?? Maybe it's tradition, but as much as it stands out, it also obscures my ability to observe the whiskey's color and quality. Having never bought Cutty Sark, I'm tempted to avoid it on the basis that there's this

green bottle

This was a fun and involving survey. It

was quick and easy. It was

interactive in nature

The bottle is important but only

when you have to taste a beverage

but after that the most

important is the taste.

Very interesting survey with reasonable amount of

time

No comments, the survey was fun and interesting. Keep up

the EXCELLENT job you are doing and God

bless.

I like the black stripe

of the bottom part of the

bottle, t gives a

premium touch

The bottle’s design doesn’t fit with the

image of the product they sell. Whisky is a

traditional beverage, a traditional bottle would fit better, not modern

designs.

Loved this survey it was to the point

and fun

Scotch whisky must have darker color… at least

for the customers, its a

preference

Cutty Sark need to increase its authenticity, tradition and

Scottish heritage.

PACT©

End Slide

New Product Development & Innovation

UK Contact :

Chris Kingsland

+ 44 (0) 20 3178 6277 Direct+ 44 (0) 7958 332 764 MobileC.kingsland@metrixlab.com