ImPackt

ImPackt is a rapid yet comprehensive packaging assessment tool that facilitates confident CPG packaging decisions.

Whether selecting the optimal route for NPD or choosing between new packaging design routes for existing brands, this solution is specifically designed to provide holistic understanding of pack performance against metrics that will predict in-market success, delivered rapidly.

Outputs

Benefits

Method Process

We prioritize tried and tested success criteria to make sure we progress pack designs that deliver your strategic aims. Our recommendations reflect the role that packaging plays in driving sales opportunities at each moment of truth, as well as specific objectives driving the (re)design.

ATTRACT: Capture attention in store and communicate key messages effectively

  • Competitive standout (with options for at fixture shopping exercises)
  • On pack messaging hierarchy and prominence via Visual Attention Software(3M VASTM) – clever artificial intelligence that identifies pack hotspots and the effectiveness of on pack communication for capturing attention


CONVINCE: Encourage purchase

  • Establish the degree to which a pack drives purchase consideration amongst your target audience


DELIVER: Enhance brand positioning and communicate product benefits

  • Supporting metrics and diagnostics facilitate further packaging optimization if required
  • Analysis typically focuses on performance vs. a benchmark (Current pack or Competitor) and normative guidance
Im Packt Output

Your product packaging needs to connect with shoppers instantly, and at a deeper level. So we use indirect tools to access effectiveness.

  • Principles of behavioral economics – observing consumer behavior and pack design impact, rather than relying on direct questions and rational responses
  • Delve beyond superficial appeal to understand what packaging attributes really mean to consumers and how they relate back to your FMCG brand positioning
  • Get the full picture – we recognize that your packaging plays multiple roles, so our holistic assessment uncovers performance across each of them
  • Competitive context ensures we focus on driving advantages and distinction in ways that are central to your brand vs its competitors
Im Packt Benefits

We balance speedy automation with expert research knowledge. The result? A slick approach that is optimized for your objectives and category, with recommendations that facilitate action.

If you’re looking for the nuts and bolts:

  • Monadic evaluation with 75 or 150 target consumers per pack
  • Flexible sample (10% incidence rate and above)
  • Online consumer panel recruitment and survey for cost and time efficiencies
  • Unlimited cells (monadic)
  • Analyzed report with recommendations, summary and a debrief call
Im Packt Method Process

Investment from:

50%
incidence rate
150
consumers
2
packs
£8000 | $11300 | €9200
50%
incidence rate
225
consumers
3
packs
£9000 | $12750 | €10400
50%
incidence rate
375
consumers
5
packs
£10000 | $14150 | €11600

Optional extras at cost include:

  • MaxDiff exercise - £750 | $1050 | €870
  • 3 extra ‘simple’ questions (e.g. statements, attributes) - £500 | $705 | €580
  • Flash test - £750 | $1050 | €870
  • Subgroup analysis - £450 | $635 | €525 per subgroup

Quick, flexible methodology and quick, flexible team. Very responsive to requests and a well-written presentation deck.

Global Head of Insight, Asahi

Our work speaks for itself.

Find out how ImPackt has helped some of the biggest FMCG and CPG brands globally to develop product packaging that inspires purchase.

Grolsch

Quorn

Peroni

Grolsch had developed a new visual brand identity, and called on Express to analyze whether this new route could effectively communicate their brand positioning.

Grolsch Beer Bottles

Quorn were looking to upgrade their pack designs to aid shopper navigation; categorizing their range and introducing new product imagery. They asked Express to confirm the new designs delivered on their objectives.

Quorn packaging

We used a combination of qual and quant approaches, including ImPackt, to identify and refine the perfect pack design for Peroni Nastro Azzuro.

Peroni hexagonal vinci

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