packaging research

The pack is the personification of your brand, and getting it right is crucial. MMR Research has developed a full range of online and off line pack research solutions; EROS, Facets and Impackt, which cover structure definition, ergonomics and feel, design and standout testing, virtual store environments, eye tracking and the use of our Brandphonics® techniques to ensure all elements of the mix are contributing the same, consistently positive message.

Market research is often seen as a process which stifles creativity, so you'll be pleased to hear that we design our research to make sure that anything a bit different at least has a fighting chance!

Download our new factsheets for more information:

Disrupting an ambient category (3 of 4)

A global brand owner that specialises in ambient food products wanted to understand consumer perceptions of various packaging structures with the view to challenging old and tired formats used to represent the category for many years.

We firstly worked with the client's packaging development team to identify a number of new packaging structures. Using those as stimuli we 'interrogated' a number of category users to understand the functional and emotional attributes that describe the category and drive consumer choice and purchase.

Using the Kano model we then prioritised those attributes and used the results as a guide to design a packaging evaluation study. We used analysis of variance and other significance testing to identify which packaging format would best fit in the category by factoring in and balancing the trade-offs between functionality, emotionality, liking and purchase intent.

Best foot forward (1 of 8)

A well-known foot care brand wanted to validate a change in pack design to ensure the brand and product equities were still communicated successfully and were suitable for launch across three overseas markets. Quantitative research in the form of online pack testing was conducted,

including Hotspots and Sticky Notes which gave detailed feedback on liking and consumer motivation, in order to provide optimisation guidance. Flash Tests were also included to determine how well each pack would stand out on shelf and which elements were most impactful. Analysis

showed a consistent pattern of performance across markets, allowing for a one-pack strategy, and we were able to provide very clear guidance for pack optimisation to maximise message delivery and appeal.

Catching the eye (2 of 8)

To help support the relaunch of a snacks brand, research was required to understand how consumers would react to a new packaging design which represented a real shift from the old positioning. Eye-tracking was used to understand stand-out in a shelf environment, and to provide a detailed understanding of how

people looked at and interacted with the pack. Online testing provided a detailed understanding around appeal, diagnostics and suitability for the brand (via Brandphonics® profiling techniques). Whilst the pack design was well received and clearly took the brand in a new and desirable direction, Eye-tracking

results showed a decline in shelf standout and also demonstrated how consumers had lost their reference point with regard to flavour recognition (and hence found range navigation harder). Some of these failings were then addressed via design tweaks prior to launch.

Change isn't ALWAYS positive! (3 of 8)

A really fast turnaround (five working days) OmniPLUS project was used to help a coffee manufacturer choose between three new designs for their established instant coffee brand. Whilst their overall design was reasonably appealing, online testing showed major issues with all of the new pack designs, with on-shelf standout

worsening versus current, and a loss in ethical cues and brand recognition not being compensated for by higher appeal, modernity or increases in perceived taste or quality cues. Whilst our overall recommendation was not to move away from the current pack, the use of Hotspots

data and basic emotional profiling allowed us to pin-point areas on a new pack design that required significant work in order to address some of the failings with target consumers and make it more acceptable for the brand.

Festive cheer (4 of 8)

A leading chocolate brand wanted to ensure their seasonal pack design would not have a negative impact on shelf-stand out or brand recognition. An online survey using MMR's Flash Testing and stand-out techniques determined the speed and

accuracy with which the designs could be found on-shelf. Diagnostics were used to understand the key drivers of recognition and the appeal of the seasonal pack elements. Research demonstrated that design factors such as the inclusion of a

snow scene (changing the primary pack colour) and a change to a very recognisable pack shape, did significantly impact visibility. We recommended optimisations that maintained on-shelf recognition whilst keeping a seasonal theme.

Fresh nutrition (7 of 8)

A well known food and drink retailer needed to determine how well consumers understand; the health and nutrition information currently displayed on fresh packaged products, what they think of the information provided and what they would

like to see on labels. A 2-stage, qualitative and quantitative study was conducted, using the qualitative stage to ascertain current understanding and precisely tailor the quantitative questions. This resulted in the identification of three key groups of

consumers, together with an understanding of what information is most important to them. This allowed MMR to highlight the most effective labelling initiatives as well as offering suggestions to further improve customer engagement.

Pick of the packs (5 of 8)

In order to identify the optimum coffee mix packaging bundle for our client, we undertook exploratory research to determine the importance of various packaging options to the consumer.

Consumers took part in an online Conjoint exercise. They were shown concepts made up of a number of different factors, under each factor sat a number of different levels. A fractional factorial design was used to create a subset of concepts; consumers participated in an incomplete sequential monadic assessment.

The outputs demonstrated that packaging claims encompassing broad environmental benefits were the most motivating to consumers. Shiny pack finishes and metallic colours proved the most popular as they drove high quality perceptions.

Snack packs (8 of 8)

As part of a range restructuring, a leading cereal manufacturer was looking to change the pack design of their products. We used online quantitative pack testing to establish the optimal pack route for the range. A competitive standout exercise provided clear guidance as to which design had the most impact on shelf and how consumers

navigated within the range. Sticky Notes provided detailed feedback on liking of different pack elements and the reasons behind consumer motivations, in order to provide optimisation guidance. The research provided clear feedback on how each packaging route set up expectations of the product,

how differentiated products within the range were and how well existing consumers of the brand were able to identify their favourites. Ultimately, a clear recommendation was provided along with suggestions for optimising the packs further.