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:
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.
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.
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.
Importantly, Web Screen Plus™ includes an in-person component using PRS Eye-Tracking in order to uncover initial package viewing patterns and communication hierarchy. Viewing patterns are gathered as a diagnostic measure, to:
The in-person PRS Eye-Tracking component is conducted with a quantitative sample and in parallel with the web-based research, so that findings can be reported simultaneously.
Contact us today to learn more.