Combining Marketing and Research

The Art of Refining Established Brands

By Jerry W. Thomas

The process of refining successful package designs is a step-by-step process. Most design firms will develop a dozen or more potential design approaches for any given project. Regardless of method, once the "better" package designs are identified, they are often put through another round of qualitative research.

This qualitative research generally includes "depth" interviews that can yield better results than focus groups because depth interviews can dig down into the details more intensively. The goal of this qualitative research is improvement and fine-tuning of the better package designs. Every little detail of each design is explored in these one-on-one interviews, searching for any little tweak that could improve consumer reactions to the packages.

Fine-tuning the design

The final step is to take each of the "better" designs, as improved by the qualitative review, and test each design against a constant set of major competitive packages. Ultimately, each package design must be evaluated in the context of this competitive environment. Each test package is placed in a simulated display, similar to a display the consumer might see in a typical store. Each package design is tested monadically among a representative sample of target-market consumers (identical or matched samples of consumers see each test package in a competitive context). At this stage, sample sizes might be 300 to 500 consumers per package design.

Some of the key measurements are:

1. Attention value of the package design
2. Purchase intent vs. competitive packages
3. "Share of market" vs. competitive packages
4. Expected purchase frequency
5. Brand fit or compatibility
6. Image projected by the package design
7. Pricing expectations related to the package design

The difference between refining, redefining, or expanding a brand is a delicate balance of pregressive packaging evolution that doesn't break "continuity" with existing customers

Naturally, one of the matched sample cells is exposed to the existing package design in the same competitive context as a control or benchmark (the existing package). The test package must come very close to, or equal, the results for the existing "control" package, before a change to a new package is recommended (remember, the status quo bias in marketing research).

The exact nature of the testing at this final stage can take many forms. For example, displays can be simulated and the testing accomplished online. Virtual online simulations of in-store environments with simulated shopping displays can be used as the format for the final testing. Or, actual displays can be constructed and target market consumers recruited for in-person interviews. Tachistoscopes (or timed exposure) can also be employed to show the packages for fractions of seconds to help identify the attention value and recognition of various package elements (ideally used as a supplement to traditional methods), and/or eye-tracking cameras can be used to see which package elements attract the eye in what order (again, recommended as a supplement to traditional methods).

If there is any possibility that the new package design will negatively affect the product inside, in reality or in perception, an in-home usage test (or test in the product's natural usage environment) is always recommended. The product in its new package is placed in homes of target consumers, and they are asked to evaluate only the product itself. These results can be compared to results for an identical in-home usage test of the existing (or old) package. If the new package improves perceptions of the product inside, then you may choose to invest more money in introducing the new package. If the new package negatively affects perceptions of the product, then you should go back to the drawing board and start over.

Dangers for established brands

In the final evaluation of new package designs for an established brand, great care must be taken to ensure that the new package design is not so radical as to break "continuity" with existing consumers. We have seen radical new package designs trigger precipitous declines in a brand's market share. The greater a brand's market share, the greater the risks associated with a radical change in package design. If a brand has a tiny market share, the downside risks of a new package design are much lower. Any radical change in package design for an established brand should be supported with massive advertising, as though a totally new product were being introduced.

Finally, if a brand is not adequately supported with media advertising, the packaging must play a greater role in the brand's marketing. Without advertising support, the face of the package must be thought of as the principal advertising medium. This makes packaging research even more important, because the package has to carry the preponderant burden of marketing the brand.

An optimal package can create positive momentum for a brand. Major competitive packages change from time to time, however, and destabilize the product category, so package designs must be updated periodically and the whole research cycle must be repeated. Packaging is a moving target. Winning the competitive battle at the final point of purchase, the ultimate moment of truth, is the promise and potential of good packaging research.

Note: This article is Part 2 of a two-part article. The first part appeared in the March issue of Package Design Magazine. View it here.

Jerry W. Thomas is president and chief executive officer of Decision Analyst, a major international marketing research and marketing consulting firm. He can be reached at jthomas@decisionanalyst.com, 800- 262-5974, or www.decisionanalyst.com.