Packaging Excellence Process (P.E.P.)
To help our clients “win at retail,” PRS typically gathers shopper input and feedback at three (3) points in the design process:
- "Upfront" research is utilized at the start of the design/development process, in order to guide efforts by identifying key issues and objectives:
- Baseline studies are conducted to document the strengths and limitations of Current packaging and point-of-sale efforts, to identify concerns and/or areas of competitive disadvantage – and to uncover visual “equity elements” that should be leveraged in a new system.
- Shopper Insights studies are conducted to understand shopping behavior and decision-making at retail (decision hierarchies), including the influence of different marketing materials (packaging, displays, etc.).
- "Midstream" research is conducted after a range of concepts has been developed, in order to screen/siphon these options and guide enhancements:
- Qualitative research (group sessions or personal interviews) provides the greatest flexibility (to show a wide range of concepts – and probe responses), via the presence of a PRS moderator. Qualitative studies also provide a “hands-on” experience for marketing/design professionals in attendance.
- Web-based screening studies allow for quantitative feedback (numerical data) from larger sample sizes – and are used when the potential change is evolutionary and/or qualitative research has already been conducted.
- "Quantification" research is implemented once 1-2 "finalist" concepts have been developed, in order to comprehensively assess their effectiveness and gauge their ability to meet marketing objectives:
- PRS' On-Shelf Evaluation (via in-person interviews in central locations) provides the most comprehensive assessment of Proposed concepts, including PRS Eye-Tracking of shelf visibility and package viewing patterns – and shopping exercises conducted from physical shelf sets.
Web-based studies can also be used for quantification research, typically when the primary variable is a packaging claim or copy point.