We understand that sometimes you simply need to know what key message to put on the front of pack. A product may have a number of key features and benefits but which ones are motivating enough to drive purchase? To support your claims testing questions, we employ a number of different approaches depending on where the focus lies.
We often use a MAXDIFF trade-off technique to simply evaluate which claims are most and least motivating.
We can also assess the standout of different claims on pack using a visual tracker to map where consumers’ eyes are most drawn to and whether this different by different claims or on-pack positions. The heat-map output from this is a clear way of understanding how the pack is capturing consumer attention and whether your key messages are being noticed.