Pack Impact, the solution resulting from the iligo-MarketingScan partnership, makes it possible to question and observe shoppers’ behaviour directly in shop, in a natural purchasing situation.
For this test, MarketingScan set up the new packs to be evaluated in several shops that are part of its system.
Specifically, two groups were exposed to the packaging in shop: a control group with the current packaging, and a test group with the new packaging in the form of a prototype on a real shelf.
After exposure, both groups answer a questionnaire administered in situ, designed to measure a series of key metrics: brand recognition, visual appeal, understanding, enjoyment, differentiation, associated benefits, incentive to buy, persuasion, etc.
