Wednesday, May 29, 2024
Home xin How to do market research for self created brands

How to do market research for self created brands

by admin
0 comment

consumer testing of packaging
(I) the meaning of consumer testing of packaging
the so-called consumer testing of packaging is to test the effect of a new packaging among consumers before formal use to see whether it meets the three functions of packaging. In particular, the impact of packaging design elements that cannot be measured in the laboratory, such as packaging shape, specification, color, pattern, text description and brand mark, on product sales should be tested in advance
in the consumer testing of packaging, one thing should be noted: for products using family brand strategy, the packaging must be tested without brand name. Only in this way can we get the information transmitted by the packaging alone and whether the image established by the packaging is consistent with the image established by the brand. In this case, if the packaging is tested under the brand name, the brand image will cover the image generated by the packaging
(II) contents and methods of consumer testing of packaging
the contents and methods of consumer testing of packaging should be determined according to the purpose of testing:
1. Testing packaging protection products and providing convenient functions
group discussion can be used to find out the problems of existing packaging in protecting products and providing convenience and clarify ideas for improving packaging, It can also be used to discuss the advantages and disadvantages of new packaging. For example, in the baby rice flour packaging test, from consumers’ evaluation of the advantages and disadvantages of Heinz and Nestle, it is found that a measuring cup or packaging carton attached to the packaging has a transparent and graduated side, which will be more convenient for consumers to use. Various qualitative research techniques, such as role-playing, can be applied in the symposium. For example, in order to find out the possible problems of plastic beer cans that consumers think, some people in the symposium can ask them to imagine that they are plastic beer cans, what problems they will encounter, and write down these problems
usually a new packaging design needs quantitative research before the final decision. Since consumers have to use the product before they can answer about the functions of packaging to protect the product and facilitate use, family retention use test is often used to evaluate the functions of packaging in this regard and find unexpected problems, so that the packaging can be improved before the product is launched into the market. For example, when a foreign manufacturer tested the household use of liquid dry cleaning agent, it was found that consumers disliked being soiled when measuring the amount of detergent used, so an embedded measuring cup was added to the package, so as to save the trouble of cleaning the measuring cup
when inquiring about the function of packaging in ensuring the safe use of products and facilitating the use of products in the home retention use test, the following three questions need to be asked for each function:
① how do respondents evaluate this function of packaging
② please indicate the constituent elements of packaging that enable packaging to have this function
③ for each of the above-mentioned constituent elements, ask what aspects of the elements make the packaging have this function

the specific questions asked are as follows:
Q1. Can this package make the product safe to use
()
Yes 1
No 2
I don’t know 3 jumps Q4

Q2. What components of packaging make the product safe to use? And? What else

[ask questions about each element mentioned in Q2]
Q3. You just mentioned packaging. Do you remember what special aspect of this element makes the product safe to use
Q2 Q3
special aspects of packaging

for example, in the second question, the respondent answered the text description of the packaging to ensure the safe use of the product, and the third question was to ask which text description to ensure the safe use of the product

Q4. Can this package provide convenience for using the product
()
Yes 1
No 2
I don’t know 3 jumps Q7

Q5. What are the components of packaging that facilitate the use of the product? And? What else

[ask questions about each element mentioned in Q5]
Q6. You just mentioned packaging. Do you remember what special aspects of this element are convenient for product use
Q5 Q6
components of packaging special aspects of components

banner

2. Measuring the difference of packaging
measuring the difference of packaging can be carried out through measuring instruments or street interviews with questionnaires
(1) the instantaneous exposure method is often used to measure the difference of packaging with instruments. It is to constantly change the viewing time of patterns or images to test the brand mark and other main visual recognition on the packaging. The operation method is as follows: quickly show the packaging design to the subjects, ask them what they see, and then repeat the process, Each presentation takes a little longer than the last one until consumers can notice and confirm the main aspects of packaging. If there are multiple packaging designs, compare the test results of each packaging with the list, and those packaging designs whose main aspects of packaging have been confirmed in the shortest time are considered to be the most eye-catching
(2) another way to measure the difference of packaging is to use the eye tracking camera. As the name implies, the eye tracking camera can use instruments to enable researchers to track consumers’ line of sight when consumers browse goods. The method is as follows: show the real objects or photos of the tested packaging and the packaging of other competitive brands to the subjects, The visual impact of each tested package is tested by testing the speed at which the subject’s eyes move to the candidate package. Researchers can also use eye tracking cameras to evaluate patterns in packaging. When the subject watches the package, the eye tracking camera can provide the following information: which aspects of the package the subject pays attention to and the time of each aspect; The speed at which various components of the pattern (such as brand marks) are watched; Whether the subject looks at a part of the package for the second and third time
(3) in the street questionnaire, attitude statements can be used to test the difference of packaging. For example, I will read some statements describing this kind of packaging every time I read one, Please tell me how much you agree with it:

very much. Neither agree nor disagree. I know that
this packaging design is eye-catching……… 1……… 2……… 3……… 4… 5……… 6 ()
this packaging design is unique Novelty……… 1……… 2……… 3……… 4… 5……… 6 ()
this packaging design is very innovative……… 1……… 2……… 3……… 4… 5……… 6 ()

You can also ask the difference of packaging as before when asking about the function of packaging in protecting the safe use of products and facilitating the use of products: whether attention is introduced, whether it is easy to identify and whether it is unique

Q7. How attractive do you think the packaging is when the packaged goods are sold on the shelf
  ( )
Very attractive 4
very attractive 3
not very attractive 2
not at all attractive … 1

Q8. What are the components of the package that make you think this package is very /very attractive

[ask questions about each element mentioned in Q8]
Q9. You just mentioned the attractive aspect of packaging. Do you remember what special aspect of this element attracts attention
Q8 Q9
special aspects of packaging

Q10. Do you think the packaged goods are easy to identify on the shelf
  ( )
Very easy to identify…………………………………. 4
very easy to identify…………………………………. 3
not very easy to identify…………………………………. 2
difficult to identify…………………………………. 1

Q11. What are the components of the package that make you think the package is very /very easy to identify

[ask questions about each element mentioned in Q11]
Q12. You just mentioned that the packaging is easy to identify. Do you remember what special aspect of this element is easy to identify
Q11 Q12
special aspects of packaging

q13. Do you see the difference between this brand and other brands
()
there are 1
No 2. Ask Q18

q14. What do you think is unique about this brand
()

Q15. Do you think this package is good at matching and strengthening the uniqueness of this brand
  ( )
Full cooperation…………………………………… 4
very cooperation…………………………………… 3
a little cooperation…………………………………… 2
no cooperation at all…………………………………… 1

Q16. What are the components of the packaging that make you feel comfortable Do you think this package fully /perfectly matches the uniqueness of the brand

Q17. You just mentioned that the constituent elements of packaging match the uniqueness of the brand. Do you remember what special aspects of this element match the uniqueness of the brand
Q16 Q17
special aspects of packaging components

3. Test the ability, attraction and image of packaging to transmit information
the ability, attraction and product image obtained from packaging are usually tested together. The specific approach is: first, use a panel discussion to distinguish promising packaging from all tested packaging, and point out the potential problems or areas that must be improved in these promising packaging. Then do quantitative research on the promising packaging selected from the qualitative research
the questions asked in the qualitative research are as follows
(1) information transmission ability:
① who made the product? Where is the origin of the product? ② What kind of packaging is it? What are the products inside? Why do you say that? ③ What’s the design on the package? ④ What is the color (shape) of the package? ⑤ What is the name of the product? ⑥ What special ingredients are listed? ⑦ Who would like this product? Why? ⑧ For whom? Why
(2) attraction:
① overall, do you like this package? Favorite place? What do you dislike? ② Do you like the shape /appearance of the package

You may also like

Leave a Comment

Soledad is the Best Newspaper and Magazine WordPress Theme with tons of options and demos ready to import. This theme is perfect for blogs and excellent for online stores, news, magazine or review sites.

Buy Soledad now!

Edtior's Picks

Latest Articles

u00a92022u00a0Soledad.u00a0All Right Reserved. Designed and Developed byu00a0Penci Design.