Skipping in-use testing of packaging changes can have disastrous consequences for CPG companies. Unfortunately, many brands today rely solely on online evaluations of packaging design and graphics. While P&K does those packaging tests and believes they offer helpful direction, we recommend not stopping there. The value of getting a package into the hands of the consumer for them to use cannot be overstated. Whether through a central location or home use test, the most important thing is measuring how the package performs when consumers handle and use the product in a realistic way.
The Challenge:
A salad dressing brand was exploring changing its bottle design and package material. The company wanted a bottle that would differentiate its current product from competitors. After creating several prototypes varying in shape and material, the team knew that an in-use evaluation would give them critical insights for making a final design decision.
The P&K Solution:
A limited supply of prototype bottles made an in-home test infeasible. Instead, P&K designed a central location test to meet the brand objectives. The test evaluated and compared the prototype bottles to the current bottle and a competitor’s bottle based on shape, feel, and pourability.
P&K conducted the research with 500 consumers, split among people who used the client’s brand and the competitive brand. The test evaluated five different bottles with a vinaigrette and a creamy dressing. Each person received an unbranded bottle for pouring dressing onto a salad. They assessed the bottle’s comfort in hand, the dressing’s appearance in the bottle, and the ease of pouring. Participants also tasted the salad with dressing to gauge any effect of the package on the product experience.
At the end of the test, consumers reviewed branded and priced concepts to determine how the packaging options aligned with the client brand.
The Outcome:
P&K found that one of the new bottle designs was superior to the current design and on par with the competition. Additionally, our results showed that a design change would not alienate current product users.
Our package testing also enabled the company to reject one of the premium design options they were considering. This design scored the highest on visual appeal and performed well when used with the vinaigrette dressing. However, consumers were not satisfied with the pourability of the creamy dressing in this bottle. Instead, the premium bottle shape hurt the total experience by negatively impacting the taste experience of creamy dressings—a clear halo effect. If the client had chosen a package on appearance alone (for example, using an online test), they would likely have seen fewer repeat purchases due to the packaging’s inferior handling properties and perceived inferior taste.
As a result of P&K’s packaging test, the company successfully identified a package design that minimizes the risk of disappointing current users and simultaneously offers an opportunity to differentiate its product and drive increased business.