Evaluation of Consumer Package Design (Part 2)

Method Two: Internet Survey

The Internet has paved a new path for packaging market research. Many traditional offline survey methods have been transferred to the Internet for online surveys. After about 20 years, the method of telephone interview surveys took the place of face-to-face interviews, and Internet surveys became a widely accepted method that took less than five years.

The following five factors have prompted the Internet to become a data collection tool:

1. The cost of each survey visit is relatively low, especially the investigation of a large number of samples.

2. The collection of data and data is faster. The Internet survey method is 25% to 75% faster than traditional survey techniques.

3. Professional online survey access weighting techniques can eliminate potential sample biases.

4. The difficulty of conducting telephone interviews has increased, and more and more call screenings and registrations have failed to accept telephone surveys. This has become one of the biggest problems in telephone interviews.

5. There are fewer and fewer shopping malls providing survey sites. This trend makes offline surveys expensive and less reliable.

When using Internet method to evaluate packaging design, it has the advantages of high speed, low cost, wide geographical distribution, and no investigator bias.

Brand managers can also use the Internet to create a competitive environment, as well as more stringent time controls for respondents to observe packaging. In the packaging design process, to evaluate the visual impact of packaging on consumers, a successful survey project has at least two prerequisites: First, a "real" packaging image; Second, there is an immersive The feeling is that there is a process like the customer sees the package in the store.

The American online market research company Harris Interactive recently developed a new online interactive tool, Shelf Impact, which uses a special image file to make the image very clear even when it is small. With this effective tool, the above two goals can be achieved.

In the webpage, various competitive brand products are placed and placed on the shelves at the same time. Consumers look at packages as if they were buying products in stores. Such surveys save money and time, and do not require sites.

In addition to the special image files, the Shelf Impact technology is another important technology that controls the time when the respondent watches the packaged image on the screen. The “flashing” of a packaged picture is a bit like the method of a visual memory test (or speedometer) - an instrument that quickly projects a series of images onto the screen to test the visual, memory, and learning capabilities.

The working process of Shelf Impact technology is:

First, the respondent visited the webpage and spent a short time looking at the packaging on a shelf; then, the computer screen displayed all the packages and prompted the respondent to recall and identify as many packages as possible.

The second process is called discovery capability. It determines how difficult it is for the respondent to indicate the location of a package among a number of competitors.

The respondent previewed the image of the individual package, and then the screen flashed a shelf package, including the target brand's package. Next, the respondent saw an empty shelf with a corresponding grid and asked the respondent to place the target brand's packaging in the corresponding position on the shelf.

The last aspect of Shelf Impact is imagery. Measure the properties of the package, the subjects' likes, dislikes, and interest in buying.

Source: China Packaging Industry
Author: Kwong Yin Feng