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Product and Packaging research

Maximize your product’s potential: Product testing at IMRB

IMRB has decades of experience in product testing. This experience has been drawn upon to create tools for product testing.

IMRB has access to a wide array of techniques:

  • IMRB uses MDS, correspondence analysis or the Biplot to visualize the results of a test involving a large number of tests,
  • The Biplot provides a good summary of the data when a study involves number of products
    Bipot
  • Correlations analysis, run factor analyses or cluster attributes  are used to understand relationships within attributes
  • Penalty analysis, regression and structural equation modeling are employed to understand the impact on overall liking

Problem incidence & penalty analysis
Problem incidence and penalty analysis is a simple and effective way of prioritizing the areas for improvement.

Structural Equation
Structural equation modeling can provide an insight into the drivers of liking- and the manner in which impressions are formed.

The other key features on offer:

  • IMRB has standardized its methodology to the greatest extent possible. This includes research designs, checklists for questionnaires, question wording and scales.

Structural Scales
Standardized scales are available for overall liking, liking for attributes, sensory intensity, as well as just-about-right (JAR) attributes

This enables clients to optimize their design and questioning, and have the benefit of past experience.

  • At the same time, IMRB’s methods are flexible. Options are provided within the standardized approaches, and there is enough room for improvisation wherever it is needed.
  • The methods are strongly rooted in the context of the developing world. Since respondents do not use very many scale points, most questioning uses four- point (or even less) scales. (IMRB does not ‘force’ a scale where it’s not needed; instead presence-absence types of questioning are used.).

Translations
Recommended translations are available in all the major Indian languages

  • IMRB’s analysis combines insight with rigor. This means, for example, that the right tests of significance are used in a given situation.

Research
IMRB researchers have access to manuals, updates, and expert advice on statistics and significance testing.

  • Clients working with IMRB on an on-going basis get exclusive access to IMRB’s portal. This allows clients to access and share presentations, questionnaires; append relevant information; perform simple queries and analyses.

Support is provided from Marketing Sciences Group, IMRB. The Marketing Science team is the resource for advice, shared learning, and continuous improvements to thinking and design.


Packaging Testing

IMRB over the years has been involved in package testing and development for several FMCG clients.  IMRB’s expertise spans the following broad areas:

  • Basic Pack Evaluation to make pack choice decisions
  • Measuring the contribution of the pack in driving the brand’s vision
  • Pack Optimization Studies – Evaluating, decoding and measuring the impact of pack elements such as colors, fonts, graphics, shape and size

The packaging test protocol at IMRB involves integrated qualitative and quantitative modules to provide a holistic solution to support all facets of pack related decision-making.  The qualitative module includes the COLOR WHEELTM which is used to decode the category benefits that can accrue from the use of different pack colors.  The quantitative module includes a Shelf simulation to measure noticeability and pick-up, followed by a detailed diagnostic to evaluate the pack/s.

The other key features on offer:

  • IMRB has standardized its methodology to the greatest extent possible. This includes research designs, checklists for questionnaires, question wording and scales.

Standardized scales are available for overall liking, liking for attributes, sensory intensity, as well as just-about-right (JAR) attributes

This enables clients to optimize their design and questioning, and have the benefit of past experience.

  • At the same time, IMRB’s methods are flexible. Options are provided within the standardized approaches, and there is enough room for improvisation wherever it is needed.
  • The methods are strongly rooted in the context of the developing world. Since respondents do not use very many scale points, most questioning uses four- point (or even less) scales. (IMRB does not ‘force’ a scale where it’s not needed; instead presence-absence types of questioning are used.).

Recommended translations are available in all the major Indian languages

  • IMRB’s analysis combines insight with rigor. This means, for example, that the right tests of significance are used in a given situation.

IMRB researchers have access to manuals, updates, and expert advice on statistics and significance testing.

  • Clients working with IMRB on an on-going basis get exclusive access to IMRB’s portal. This allows clients to access and share presentations, questionnaires; append relevant information; perform simple queries and analyses.

Support is provided from Marketing Sciences Group, IMRB. The Marketing Science team is the resource for advice, shared learning, and continuous improvements to thinking and design.

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