InContext's customized virtual research solution gave the client confidence their redesigned packaging would thrive in the marketplace.

Background

This frozen food manufacturer determined they could save ~$40M dollars annually by modifying packaging of a popular brand.  They decided to test two new designs to see which would maintain the greatest share of the category. The new packages were shaped differently, made from different materials and required slight modifications to the product.  Historically, the manufacturer conducted in-home-use tests (IHUT) to assess the viability of new packaging. To maximize the results of this project, an IHUT test was conducted following the virtual store simulation, recruiting as respondents only those who purchased the product in the virtual store

Objectives

  •       Determine which of two alternative packaging designs maintains the greatest share of the category.

  •       Understand the impact of the new packaging on choice at shelf among competitive products.

  •       Evaluate its impact on the brand’s image and equity among its core consumers.


Key Findings

InContext virtual quantitative research and IHUT analysis discovered that either of the new packages could be introduced to the market:  they both successfully maintained brand share, with product and category sales remaining stationary. One of the two designs  improved brand image on key attributes more than the other; that same product also performed better overall in the IHUT. Consumers reacted positively to both packaging changes. Based on these findings, InContext recommended the client move forward with one of the new packaging designs.  Our client was able to make the decision with confidence to narrow their focus to a single new design; not having to continue the R&D effort on both new designs, saved them significant time and money.