Lean real-life selection of design with strongest impact
Testing packaging designs in real-life shopping conditions to identify the strongest performer and enable confident decision-making.
The Challenge
Mona needed to select the packaging design with the strongest impact and provide management with a clear, evidence-based recommendation. With the final decision approaching, actionable business insights were required within just three days. To move beyond the limitations of theoretical, online or projected shelf tests, We developed a lean, real-life testing approach. Prototype designs were evaluated in store, during normal opening hours, allowing us to observe how they performed in an authentic shopping environment.
Our Story
Drawing on our multisensory expertise and understanding of visual attention, we recruited shoppers at the store entrance. Those who had dairy on their (mental) shopping list were equipped with eye-movement registration technology and accompanied to the dairy aisle. We first captured their spontaneous gaze behaviour to determine what naturally attracted their attention. Afterwards, we told them ‘The Job to be Done’ of the specific proposition, once again measured where they looked at and asked them to verbalize their evoked set based on the JTBD.
Our Shared Success
The results provided a clear recommendation on which design to present to management. Because the prototypes were tested under realistic shopping conditions, Mona could make the decision with greater confidence. The selected packaging also delivered in market, with initial sales results exceeding the client’s expectations.
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