Gold Package Testing™
How many of us use package testing methods that actually simulate the consumers’ buying experience?
🙋🏻♂️ probably most of us. In fact, with 72% of Americans saying package design influences their purchasing decisions, you’d be right in taking a consumer-centric approach. However, traditional package testing methods (what we’re used to) fail to account for consumers’ inherent and subconscious biases.
But, what if we could go one step further? What if we went on the buying journey with them and experienced
our product and packaging through their eyes? Talk about the goldmine of consumer and shopper data. Gold Package TestingTM aims to remove any biases by implementing both Eye-Tracking and Biometrics. Avoid relying on unsubstantiated survey or shop-along results and focus on understanding the correlation between attention, engagement, and behaviors.
🚀 Discover the true feelings consumers’ have when interacting with your product (finally) and see the ROI and bottom-line impact it makes.
What’s Gold Eye-Tracking™ and Why is it helpful?
Gold Eye-Tracking™ alone provides incomparable insight into your consumers’ behaviors. With the use of our modern Eye-Tracking glasses, consumers’ natural, shopping journey is recorded. Heat-mapping data reveals what the consumer is (or isn’t) looking at during the entirety of their shopping journey while gaze plots reveal the sequences of consumer attention -Are your products and/or messages being seen first? Last? Getting lost somewhere in between? Our approach can tell you.
Afterward, we can show consumers a video of their recorded experience where they’ll have the opportunity to add context to their behaviors. Did they pick up your product to only put it down and grab the competitors next to it? They can be visually prompted (reminded) of this behavior (and others) and more accurately provide explanations of WHY?
Visual reminders provide tangible touchpoints for consumers, allowing them to identify key drivers of noticeability, engagement, and ultimately, purchase decision.
It’s critical to understand where consumers’ eyes are landing during their in-aisle journey. However, to better understand the moment-to-moment impact stages of experiences have on participant engagement levels, we’ve also integrated biometrics.
Biometrics use GSR (galvanic skin response) and HRV (heart rate variability) monitors which give us data that validates and enhances our understanding of their visual experience.
GSR Monitor
GSR monitors are usually placed on hands or wrists and measure the electrical flow on our skin. This tells us at which points during the shopping journey the consumer experienced heightened stimulation.
Pupillometry & HRV
Pupillometry and HRV monitors are a bit different in that they give context behind the stimuli. Was the experience positive or negative? Is it drawing consumers in or driving them away?
When combined together, GSR and HRV tell us how your consumer felt at every stage in the buying journey. When paired with their recorded video and interview, it paints a clear picture of the elements that are successful while also identifying gaps in your strategy.
A comprehensive, data-fueled packaging strategy has never been easier.
It’s critical It’s like when your marketing team works like a well-oiled machine, the benefits are endless!
When you have a deep understanding of the nuances of your target audience- what they value most, why they behave a certain way, what gets them to act- your entire business thrives.
Some of our previous clients have said:
When you win at shelf, you win at market share
Statistically valid results in real in-store or on line environment
Data-backed decisions may lead to improved sales distribution
Uncover opportunities before competitors
Meet KPls and measure business impact
Let’s take a look at how it’s worked with other clients 👇
Shopper Behavior at Shelf
Package Engagement Drivers
Pack size is a critical cue used to identify the right choice for use occasion. Naming conventions are seldom seen and reported as less useful – too confonusing. Weights to pieces are difficult to calculate/apply.
The window on the package and candy imagery are important for candy type confirmation quality assurance and drives an important emotional connection to consumption.
Resealable opening is critical for unwrapped candy, but is seen more as a nice-to-have for wrapped candy.
Color should be leveraged to accentuate brand and occasion blocking. The mmost commin colors noted.
From a distance, color serves as a proxy for brand identiy; color continuity help to emphasize this association and activate brand attributes in a shopper’s mind.
Shopper Heatmaps to Identify Where Attention was Focused and What was Ignored
Identify Packaging Flaws that Need Rework to Increase Salience and Noticeability
Awarded by Feedspot
Contact Us
1-800-549-7170
GoldResearch, Inc.
8000 I.H. 10 West | Suite 600San Antonio, Texas, 78230
Testimonial
“We partnered with Gold Research, Inc. on a strategic packaging assessment that provided exceptional underlying insight into the consumer process and their preferences. The Gold team was collaborative, agile, and detail-oriented throughout the planning and execution of the research. We have been very satisfied with the work and would work with them again in the future.”
