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While we recommend using near to life size packaging stimuli, Web-based studies can provide cost efficiencies – and serve as a valuable complement to in-person methodologies. |
Web Screen PlusTM
At PRS, we recommend in-person interviews as a preferred option for conducting packaging research studies because they allow for use of more realistic/life-size packaging stimuli and the accurate measurement of shelf presence (visibility and shop-ability). However, Web-based studies can provide cost efficiencies – and serve as a valuable complement to in-person methodologies. Specifically, we recommend utilizing Web-based studies to:
"Siphon" Down a Wide Range of Packaging & Point-of-Sale Options
When a packaging change is evolutionary in nature (variations of a specific design element, etc.) and/or qualitative research has already been conducted, a Web-based survey can be a valuable approach for testing 5-6 design variations of a specific element or theme and determining "finalist" options.
To Test Changes in Copy/Claims
When the primary variable under consideration is a packaging claim or copy point – and the other major design elements remain constant across the packaging options – a Web-based study can be an appropriate solution.
For example, we recently conducted a Web-based study to test reactions to six (6) alternative claims on analgesic packaging. This was appropriate because the graphic design was not a variable – and the alternative claims were not likely to impact the brand’s shelf presence.
Speak with Very Hard-to-Find or Expensive Audiences
When the primary target audience is a professional audience (doctors, IT professionals, Senior Executives, etc.), in person interviewing may not be viable or economically feasible. In these instances, a web-based study is far more likely to gather feedback in cost- and time-effective manner.
In addition, PRS often complements Web Screen Plus™ with PRS Eye-Tracking in order to address an issue that is not accurately gauged via web screening: Initial viewing patterns and communication hierarchy. Viewing patterns are gathered as a diagnostic measure, to:
- Determine if layouts are consistent with the intended communication hierarchy
- Confirm that key elements (claims, etc.) are even seen
- Help explain weaknesses revealed through the qualitative research
PRS Eye-Tracking is conducted with quantitative sample and in parallel with the web-based research, so that findings can be reported simultaneously.
Contact us today to learn more.
