Strategic InnovationDepth: Intermediate

Packaging Test

Identify which of your packaging proposals has the greatest potential for success in the market.

Packaging Test runs an in-depth analysis, individually or against your competitors, focused on the variables that matter to you, such as design, sustainability, practicality, brand alignment, price elasticity and shelf standout.

It also includes the APS (Atlantia Packaging Score), a viability score fully aligned with what your consumers are looking for.

I want it!View one-pager (PDF)View sample report (PDF)
Illustration of the Atlantia Packaging Test solution
Indicators included
42
Analysis blocks
9
Add-on modules
4
Depth
Intermediate

What does it solve?

  • Secure your product's market success based on your consumers' needs
  • Validate the ideal market configuration for your concept
  • Identify improvements for the product you are about to launch
  • Find out whether your product attracts new consumption or takes share from competitors
  • Increase the likelihood of success of new packaging
  • Reduce the costs of packaging changes
  • Improve brand positioning and sales through packaging updates

Who is this study for?

  • Market research
  • Consumer Insights
  • Category management
  • Product managers
  • Marketing
  • Trade marketing
  • Product development

What's included?

The analyses and indicators delivered in your report.

01Profiling and preferences

  • Category consumption incidence
  • Category consumption frequency
  • Category brands consumed
  • Most frequent brand
Sample visualization: Profiling and preferences

02Packaging performance

  • Atlantia Packaging Score (APS)
Sample visualization: Packaging performance

03Packaging image performance

  • Comparative heatmaps
  • Most attractive packaging elements
  • Packaging opportunity areas
Sample visualization: Packaging image performance

04Packaging benchmarking

  • Comparative appeal
  • Comparative differentiation
  • Comparative purchase intent
  • Comparative brand fit
  • Comparative quality
  • Comparative taste

05Comparative brand performance

  • Brand identification (it's a brand for me)
  • Brand recall
  • Brand switching
  • Packaging brand fit (packaging suited to the brand)
  • Evaluation of brand values selected by the client

06Pricing

  • Willingness to pay

07Overall packaging performance (individual)

  • Appeal / liking
  • Purchase intent
  • Perceived quality
  • Relevance
  • Differentiation / innovation
  • Curiosity it sparks
  • Clarity of information
  • Trust it inspires
  • Spontaneous associations
  • Most liked elements
  • Least attractive elements

08Packaging-specific characteristics evaluation

  • Packaging design
  • Packaging shape
  • Packaging orientation
  • Packaging colors
  • Conveys good flavor
  • Attractive images
  • Suitable typography
Sample visualization: Packaging-specific characteristics evaluation

09Match with the client's strategy

  • Conveys a product for the family
  • Healthy
  • Credibility
  • Attributes related to the client's strategy (5)

Add-on modules

Extend your study with these optional modules.

Optional

Price Sensitivity Meter (PSM)

  • Acceptable price range
  • Optimal price point
  • Indifference price point
  • Point of marginal cheapness
  • Point of marginal expensiveness
Sample visualization: Price Sensitivity Meter (PSM)
Optional

Stand out of the shelf

  • Ease of finding the product
  • Most attractive product on shelf
  • Purchase intent on shelf
Optional

NMS extension

  • Demand elasticity curve
  • Revenue per thousand units
Sample visualization: NMS extension
Optional

Profiling variables

Up to 5 additional profiling variables. These are analysis variables and do not represent quotas.

Methodology

Atlantia's methodology for evaluating packaging and product concepts includes the Atlantia Packaging Score, designed to measure a packaging's potential against other versions.

Through a standardized questionnaire it evaluates up to 5 developed concepts. Our automated sampling tools optimize the sample, and you can choose how your concepts are exposed: sequential (one after another) or monadic (each concept evaluated independently).

The flexibility of our methodology also lets you add analyses such as the Price Sensitivity Meter, to understand price elasticity, and Stand out of the shelf, to measure shelf performance.

Want to apply Packaging Test to your brand?

Talk to our team and let's design the study you need together.

I want it!View one-pager (PDF)

Frequently asked questions

What is Packaging Test?

Identify which of your packaging proposals has the greatest potential for success in the market. Packaging Test runs an in-depth analysis, individually or against your competitors, focused on the variables that matter to you, such as design, sustainability, practicality, brand alignment, price elasticity and shelf standout. It also includes the APS (Atlantia Packaging Score), a viability score fully aligned with what your consumers are looking for.

What does Packaging Test solve?

Secure your product's market success based on your consumers' needs. Validate the ideal market configuration for your concept. Identify improvements for the product you are about to launch. Find out whether your product attracts new consumption or takes share from competitors. Increase the likelihood of success of new packaging. Reduce the costs of packaging changes. Improve brand positioning and sales through packaging updates.

What does the Packaging Test study include?

It includes Profiling and preferences, Packaging performance, Packaging image performance, Packaging benchmarking, Comparative brand performance, Pricing, Overall packaging performance (individual), Packaging-specific characteristics evaluation and Match with the client's strategy. You can also add optional modules: Price Sensitivity Meter (PSM), Stand out of the shelf, NMS extension and Profiling variables.

What methodology does Packaging Test use?

Atlantia's methodology for evaluating packaging and product concepts includes the Atlantia Packaging Score, designed to measure a packaging's potential against other versions. Through a standardized questionnaire it evaluates up to 5 developed concepts. Our automated sampling tools optimize the sample, and you can choose how your concepts are exposed: sequential (one after another) or monadic (each concept evaluated independently). The flexibility of our methodology also lets you add analyses such as the Price Sensitivity Meter, to understand price elasticity, and Stand out of the shelf, to measure shelf performance.

Who is Packaging Test for?

It is designed for Market research, Consumer Insights, Category management, Product managers, Marketing, Trade marketing and Product development teams.