REAL Optimization & REAL Validation: A large-scale package validation
The Challenge
A well-known snack brand was looking to evolve their packaging in order to grow their brand by better increasing visibility and more effectively communicate flavor and actual taste. They came to us to answer:
Phase 1: REAL Optimization
- Gauge shelf breakthrough in both grocery and c-store
- Explore concept understanding at First Moment of Truth (FMoT)
- What are shoppers’ taste expectations immediately at shelf?
- What is the competitive market and how does the product increase market share in the category?
- Which design(s) best match taste expectations after trying the product?
REAL Optimization
Our strongest methodology for qualitative research. It can be done in-person or online. We talk to both pre-recruited and intercepted shoppers. REAL Optimization will help you learn about noticeability through our breakthrough methodology, FMoT, concept understanding & appeal, key messages, specific design elements, and consumer mindset.
Phase 2: REAL Validation
- Gauge shelf breakthrough in both Grocery and C-Store
- Explore concept understanding at the First Moment of Truth (FMOT)
- Evaluate the appeal and understanding of line extension offerings
- Assess KPIs on control + test designs
- Understand the risk of alienation with a package redesign
- Understand what, if anything, can place our clients product in more direct competition with another well-known brand.
- Gauge the level of conversion from key competitor to their brand based on the new package design and new product offerings.
REAL Validation
REAL Validation is our quali-quant approach to gathering the richest data on a larger scale. This methodology is done in-person, in-context. We talk to both pre-recruited and intercepted shoppers. Our expert moderators capture shoppers’ reactions to a key question and assess KPIs to determine the risk for our clients. With this larger-scale methodology, we talk to anywhere from 150-500 consumers.
Our Approach
Based on the needs of our client, we chose to take a 2-phase approach to best capture consumer understanding and reactions at-shelf. Both phases involved cutting in prototype packaging on-shelf, observing shopper behavior, an in-depth interview on packaging followed by product sampling in-aisle to determine how expectations aligned to actual product experience.
Phase 1: REAL Optimization
The first phase was conducted in two markets across two channels: grocery and c-store. We placed 4 test designs on shelf and conducted 92 total intercept and pre-recruited interviews with current brand and key competitor users.
Phase 2: REAL Validation
The second phase assessed two evolved designs, optimized via feedback from the initial phase. We conducted a REAL Validation across multiple markets and 2 retail channels with total sample of 230 shoppers. The REAL Validation is a qual-quant solution that integrates additional quant KPIs while retaining the qual benefits. The result is clarity and confidence to move forward.
Key Findings & Actionable Insights
From our research, we learned that shoppers had spice expectations that differed from the elements shown on the package. This was confusing and led to inaccurate product understanding driven by key images and flavor profiling. Additional findings included the right prioritization of parent vs. sub-brand and need to improve breakthrough with a more cohesive brand block.
These findings drove implications that included recommendations to optimize packaging prior to Phase 2, that included:
- Increase visual brand identify for product across sub-brand – consider color blocking
- Maintain strong parent branding
- Level-set consumer expectations during the second moment of truth by accurately communicating the flavor profile of product
The REAL Validation affirmed the optimizations that drove sales performance and gave confidence to the team.
Outcome
Based on our research, our clients were able to launch an optimized package that was well-liked and well-understood by consumers. Our satisfied clients relaunched their product via a broad marketing campaign and gained additional facings with the launch of the line extensions.
How Can We Help?
REAL Insight is an in-context insights agency that empowers brands to win at-shelf. We leverage our Win At-Shelf Framework™ to help brands position themselves optimally and reap the benefits of excellent first moment of truth execution.
- Brand & Package Design
- Shopper Insights & Empathy
- Innovation exploration
- Consumer Intuition Building