Kantar IMRB’s International Research unit has vast experience in serving clients across the globe having conducted studies in 65 countries just last year. With resources stationed all over the world, we’re well equipped to meet all your research needs while integrating both cultural nuances and local flavours to help your business succeed, no matter the time zone.

Our pack testing studies utilize and incorporate elements of retail cut-through, persuasion, message and content recall as well as pack hotspots in order to help marketers create packaging that appeals to consumers at first glance.

Objective

• To evaluate and choose the most visually appealing packaging from a set of options
• To identify the performance of the relevant pack attributes
• To identify which option gains more acceptability and likeability on the basis of packaging

Examples:

• A soap brand is thinking of changing the look of its product pack. It has created 15 pack options. Now the company wishes to evaluate the options in order to to choose the most visually appealing of the lot.
• A cola manufacturer is considering packaging redesign in order to boost their appeal to the youth sector. Out of two options, which pack should it choose?