A national brewing client wanted to introduce beer packaging design changes with minimal risk to sales among loyal and occasional beer drinkers. The primary goals of the research were to understand the appeal, purchase interest and perceptions of the new packaging and to assess how well they fit within the broader brand identity.
An online survey was conducted using elements of our unique Virtual PackTest analytic framework, including competitive purchase context via a virtual shopping exercise, to measure items picked up, items purchased, spending, and amount of time spent, and to provide separate monadic evaluations of box/outer packaging as well as the individual bottles/cans. The research also included a head-to-head/forced choice preference question requiring consumers to pick the most appealing design out of all designs tested.
The research identified refinement ideas for all test designs, as none tested showed significant improvements in messaging, diagnostics, or purchase impact among key consumer targets.