5 Best Practices for Conducting Package Tests
Running a quantitative package test is a great way to choose a creative to move forward within your research process.
Sometimes different elements from multiple packages are preferred, which can allow you to combine those qualities into one design that encompasses all those elements.
Below are a few best practices to follow when preparing for your package test:
Fully understand why you are changing the packaging and what is the ultimate goal of the package design.
Was the previous packaging not working? Did it have design issues? Functionality issues? What is the new package goal? Attract new customers? Add more benefits? Be stacked on shelfs or in the fridge?
The specific goals of the package itself need to be clear to all so that the objectives and goals of the research can also be clear.
Define your research objectives
With the goals the package is designed to achieve in mind, decide what you want to measure through the package test research.
Do you need to ask about specific design elements? Noticeability in shelves? Uniqueness?
Also, are you trying to narrow down potential options, or are you hoping to discover the best qualities in each creative to combine and recreate?
Once that is decided, think about the decisions and actions you want to take based on the research results. Are you trying to narrow down potential options or are you hoping to discover the best qualities in each creative to combine and recreate?
Choose your testing method
The next step is to decide which testing methodology you would like to use. Monadic (each respondent only sees one package in isolation) or sequential (each respondent evaluates multiple, or all, package variations in a randomized order ).
The main benefit of conducting a monadic test is that it can reduce any bias or comparison to other packages. This allows the feedback from respondents to be more detailed, focused and descriptive. The con is that a larger sample size is needed, which increases cost.
If testing too many packages, just needing a gut check, or having budgetary and/or timing issues, sequential testing is the way to go. The sample size can be smaller for sequential, reducing costs and timings. However, sequential tests can sometimes introduce biases, become tiresome and an information overload for respondents causing fatigue or increasing their level of familiarity with the designs.
Structure your questionnaire
Similar to defining your objectives in Step 1, it is important to ask specific questions that get right to the point.
There are certain metrics that are key in measuring the effectiveness of a package (appeal, uniqueness, noticeability, intent to purchase for example).
But thinking about specific objectives you have in mind, ensure you have appropriate diagnostic questions to help you understand how the package measures up vs. its objectives - do consumers think of its quality, does it have the right benefits, is it stackable etc.
Use a clear package image
Make the image of the package as close to the real package as possible.
If needed, show your package in 3D exposing to respondents to more angles/sides if that would give them a better idea of how the package looks and how it would be used. Make sure the images of your packages are clear and concise.
Find the best format to export the images in - typically high quality .pngs or .jpegs work best. Make the images device friendly so they do not alter size or quality on computers vs. mobile vs tablets. Make the text on the packages legible. It is important that respondents can read all the information presented.
Extra tip:
Try to avoid using the packages as a way to test claims!
Using the package images to test different claims muddles the results.
Do respondents react to the package itself or the different claims the packages include?
If you do want to understand what claims to include, a separate claims study is the most appropriate route.
If you do not have the time or budget to do a separate research project to identify the most motivating and compelling claims to include on a package, it’s better to add a separate question, not as part of the main package test, to understand that.
When conducting a package test, it's essential to stay focused on your research goals and the objectives behind the package design. By clearly defining what you want to achieve, selecting the right testing method, and ensuring your questionnaire is well-structured, you can gather meaningful insights.
Always prioritize the clarity and quality of your package images to avoid skewing results, and remember to separate claim testing to keep your findings relevant and actionable.
Following these best practices will help you make informed decisions and optimize your packaging strategy effectively.
