{"id":18679,"date":"2021-10-04T20:29:23","date_gmt":"2021-10-04T13:29:23","guid":{"rendered":"https:\/\/www.cimigo.com\/?post_type=solution&#038;p=18679"},"modified":"2026-07-22T00:30:20","modified_gmt":"2026-07-21T17:30:20","slug":"pack-testing","status":"publish","type":"solution","link":"https:\/\/www.cimigo.com\/en\/solution\/pack-testing\/","title":{"rendered":"Pack testing"},"content":{"rendered":"<p><span style=\"color: #000000;\">Packaging is often the most influential marketing asset a consumer encounters. It competes directly with rival brands on the shelf, communicates your brand proposition in seconds and continues building brand recognition long after advertising has been forgotten.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Cimigo&#8217;s pack testing research helps organisations compare packaging concepts before launch, identifying which design attracts attention, communicates the intended proposition and is most likely to drive purchase.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Whether you are launching a new product, refreshing an established brand or extending an existing product range, pack testing reduces development risk and provides evidence-based recommendations before significant investment is committed.<\/span><\/p>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:post-content -->\r\n\r\n<!-- wp:image {\"id\":18681,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"className\":\"is-style-default\"} --><\/span><\/p>\r\n<figure class=\"wp-block-image size-large is-style-default\"><span style=\"color: #000000;\"><img loading=\"lazy\" decoding=\"async\" class=\"cimigo-feature-image aligncenter wp-image-18681\" src=\"https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/pack-test.jpg\" alt=\"Pack testing\" width=\"1920\" height=\"1080\" \/><\/span><\/figure>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:image -->\r\n\r\n<!-- wp:paragraph --><\/span><\/p>\r\n<p><span style=\"color: #000000;\"><strong>Typical study<\/strong><\/span><\/p>\r\n<ul>\r\n<li>\r\n<p><span style=\"color: #000000;\">Up to 4 packaging concepts.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Approximately 200 target consumers.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Results in around 10 working days.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Interactive online dashboard.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Optional eye tracking.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n<h2><span style=\"color: #000000;\">What is a pack testing?<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">A pack test is a structured consumer research study that evaluates alternative packaging designs before launch.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Rather than relying on internal opinion or design preference, target consumers compare packaging concepts in realistic purchase situations, allowing organisations to understand which design performs best and why.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">A Cimigo pack test measures:<\/span><\/p>\r\n<ul>\r\n<li>\r\n<p><span style=\"color: #000000;\">Shelf visibility.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Brand recognition.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Communication of key messages.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Purchase intention.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Product differentiation.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Premium perception.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Variant navigation.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Overall preference.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">The result is a packaging design that has been validated with consumers before production begins.<\/span><\/p>\r\n<h2><span style=\"color: #000000;\">Why conduct a pack test?<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Packaging decisions influence every stage of the customer journey.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">A successful pack must:<\/span><\/p>\r\n<ul>\r\n<li>\r\n<p><span style=\"color: #000000;\">Capture attention quickly.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Reinforce distinctive brand assets.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Communicate the product proposition.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Differentiate variants.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Support pricing strategy.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Build trust.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Encourage purchase.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">Small changes in colour, imagery, typography, structure or information hierarchy can significantly influence consumer behaviour.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Testing packaging before launch helps reduce uncertainty and improves confidence in important commercial decisions.<\/span><\/p>\r\n<div class=\"cimigo-insight\">\r\n<h2><span style=\"color: #000000;\">Cimigo insight<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Packaging is your most persistent marketing medium. Every unit sold carries your brand into retail environments, consumers&#8217; homes and everyday usage occasions. Unlike advertising campaigns, packaging continues building brand equity throughout the product&#8217;s life.<\/span><\/p>\r\n<\/div>\r\n<h2><span style=\"color: #000000;\">How Cimigo interprets a pack test<\/span><\/h2>\r\n<h3>The Cimigo packaging performance framework<\/h3>\r\n<p class=\"PDq2pG_selectionAnchorContainer\" data-start=\"347\" data-end=\"678\"><span style=\"color: #000000;\">Successful packaging is more than attractive design. It must perform across multiple dimensions simultaneously. A package may attract attention but fail to communicate its proposition. It may communicate well but create confusion between product variants. It may encourage first purchase but fail to reinforce confidence after use.<\/span><\/p>\r\n<p data-start=\"680\" data-end=\"866\"><span style=\"color: #000000;\">At Cimigo, we don&#8217;t simply report research metrics. We interpret how packaging performs against five commercial dimensions that influence consumer choice and long-term brand performance.<\/span><\/p>\r\n<h3 data-section-id=\"1ndg8ya\" data-start=\"868\" data-end=\"890\"><span style=\"color: #000000;\">1. Distinctiveness:\u00a0<strong data-start=\"892\" data-end=\"927\">Can shoppers find your product?<\/strong><\/span><\/h3>\r\n<p data-start=\"929\" data-end=\"1108\"><span style=\"color: #000000;\">The first challenge is attracting attention within a crowded retail environment. Packaging must stand out against competing brands while reinforcing your distinctive brand assets.<\/span><\/p>\r\n<p data-start=\"1110\" data-end=\"1122\"><span style=\"color: #000000;\">We evaluate:<\/span><\/p>\r\n<ul data-start=\"1124\" data-end=\"1216\">\r\n<li data-section-id=\"1juzkm5\" data-start=\"1124\" data-end=\"1142\"><span style=\"color: #000000;\">Shelf visibility.<\/span><\/li>\r\n<li data-section-id=\"4ior6b\" data-start=\"1143\" data-end=\"1162\"><span style=\"color: #000000;\">Brand recognition.<\/span><\/li>\r\n<li data-section-id=\"1tnp8i2\" data-start=\"1163\" data-end=\"1187\"><span style=\"color: #000000;\">Visual differentiation.<\/span><\/li>\r\n<li data-section-id=\"9d5rzw\" data-start=\"1188\" data-end=\"1216\"><span style=\"color: #000000;\">Recall of key brand assets.<\/span><\/li>\r\n<\/ul>\r\n<p data-start=\"1218\" data-end=\"1266\"><span style=\"color: #000000;\">A package that cannot be found cannot be chosen.<\/span><\/p>\r\n<h3 data-section-id=\"vhxj22\" data-start=\"1273\" data-end=\"1293\"><span style=\"color: #000000;\">2. Communication:\u00a0<strong data-start=\"1295\" data-end=\"1339\">Does the packaging tell the right story?<\/strong><\/span><\/h3>\r\n<p data-start=\"1341\" data-end=\"1531\"><span style=\"color: #000000;\">Consumers often spend only one or two seconds evaluating packaging. During that brief moment, the pack must communicate what the product is, why it matters and why it deserves consideration.<\/span><\/p>\r\n<p data-start=\"1533\" data-end=\"1701\"><span style=\"color: #000000;\">We assess whether consumers correctly interpret the intended positioning, including quality, efficacy, naturalness, premium credentials, convenience and sustainability.<\/span><\/p>\r\n<p data-start=\"1703\" data-end=\"1780\"><span style=\"color: #000000;\">Good packaging reduces cognitive effort by communicating clearly and quickly.<\/span><\/p>\r\n<h3 data-section-id=\"c1gzgx\" data-start=\"1787\" data-end=\"1804\"><span style=\"color: #000000;\">3. Navigation:\u00a0<strong data-start=\"1806\" data-end=\"1845\">Can shoppers make the right choice?<\/strong><\/span><\/h3>\r\n<p data-start=\"1847\" data-end=\"2014\"><span style=\"color: #000000;\">Modern brands often have extensive portfolios across flavours, formats, sizes and price tiers. Packaging should help shoppers navigate these choices without confusion.<\/span><\/p>\r\n<p data-start=\"2016\" data-end=\"2028\"><span style=\"color: #000000;\">We evaluate:<\/span><\/p>\r\n<ul data-start=\"2030\" data-end=\"2128\">\r\n<li data-section-id=\"kkbrd5\" data-start=\"2030\" data-end=\"2055\"><span style=\"color: #000000;\">Variant differentiation.<\/span><\/li>\r\n<li data-section-id=\"1fugreb\" data-start=\"2056\" data-end=\"2075\"><span style=\"color: #000000;\">Product hierarchy.<\/span><\/li>\r\n<li data-section-id=\"14pzrpc\" data-start=\"2076\" data-end=\"2100\"><span style=\"color: #000000;\">Portfolio architecture.<\/span><\/li>\r\n<li data-section-id=\"91fm5b\" data-start=\"2101\" data-end=\"2128\"><span style=\"color: #000000;\">Ease of product selection.<\/span><\/li>\r\n<\/ul>\r\n<p data-start=\"2130\" data-end=\"2212\"><span style=\"color: #000000;\">Effective navigation reduces purchase errors and improves the shopping experience.<\/span><\/p>\r\n<h3 data-section-id=\"pospmw\" data-start=\"2219\" data-end=\"2236\"><span style=\"color: #000000;\">4. Motivation:\u00a0<strong data-start=\"2238\" data-end=\"2280\">Does the packaging encourage purchase?<\/strong><\/span><\/h3>\r\n<p data-start=\"2282\" data-end=\"2351\"><span style=\"color: #000000;\">Packaging should do more than communicate. It should motivate action.<\/span><\/p>\r\n<p data-start=\"2353\" data-end=\"2363\"><span style=\"color: #000000;\">We assess:<\/span><\/p>\r\n<ul data-start=\"2365\" data-end=\"2448\">\r\n<li data-section-id=\"sk4qdc\" data-start=\"2365\" data-end=\"2385\"><span style=\"color: #000000;\">Purchase intention<\/span><\/li>\r\n<li data-section-id=\"1ecib5n\" data-start=\"2386\" data-end=\"2403\"><span style=\"color: #000000;\">Perceived value<\/span><\/li>\r\n<li data-section-id=\"i11nf\" data-start=\"2404\" data-end=\"2424\"><span style=\"color: #000000;\">Overall preference<\/span><\/li>\r\n<li data-section-id=\"72wltv\" data-start=\"2425\" data-end=\"2448\"><span style=\"color: #000000;\">Competitive advantage<\/span><\/li>\r\n<\/ul>\r\n<p data-start=\"2450\" data-end=\"2549\"><span style=\"color: #000000;\">Just as importantly, we identify <em data-start=\"2483\" data-end=\"2488\">why<\/em> one design motivates purchase more effectively than another.<\/span><\/p>\r\n<h3 data-section-id=\"1xa1kwp\" data-start=\"2556\" data-end=\"2573\"><span style=\"color: #000000;\">5. Confidence:\u00a0<strong data-start=\"2575\" data-end=\"2629\">Does the packaging reinforce trust after purchase?<\/strong><\/span><\/h3>\r\n<p data-start=\"2631\" data-end=\"2821\"><span style=\"color: #000000;\">The role of packaging continues after the product leaves the shelf. It should reinforce quality, support usability and strengthen confidence in the brand throughout the ownership experience.<\/span><\/p>\r\n<p data-start=\"2823\" data-end=\"2862\"><span style=\"color: #000000;\">Depending on the category, we evaluate:<\/span><\/p>\r\n<ul data-start=\"2864\" data-end=\"3007\">\r\n<li data-section-id=\"1vd7s71\" data-start=\"2864\" data-end=\"2896\"><span style=\"color: #000000;\">Ease of opening and dispensing.<\/span><\/li>\r\n<li data-section-id=\"jesyu0\" data-start=\"2897\" data-end=\"2921\"><span style=\"color: #000000;\">Functional performance.<\/span><\/li>\r\n<li data-section-id=\"7e8pl\" data-start=\"2922\" data-end=\"2942\"><span style=\"color: #000000;\">Premium perception.<\/span><\/li>\r\n<li data-section-id=\"1igjekw\" data-start=\"2943\" data-end=\"2971\"><span style=\"color: #000000;\">Sustainability credibility.<\/span><\/li>\r\n<li data-section-id=\"7f4hf5\" data-start=\"2972\" data-end=\"3007\"><span style=\"color: #000000;\">Overall confidence in the product.<\/span><\/li>\r\n<\/ul>\r\n<p data-start=\"3009\" data-end=\"3088\"><span style=\"color: #000000;\">Packaging that builds confidence today contributes to repeat purchase tomorrow.<\/span><\/p>\r\n<div class=\"cimigo-insight\">\r\n<h2 data-section-id=\"1d358ed\" data-start=\"3095\" data-end=\"3112\"><span style=\"color: #000000;\">Cimigo insight<\/span><\/h2>\r\n<p data-start=\"3114\" data-end=\"3458\"><span style=\"color: #000000;\">Most research companies report pack test scores. Cimigo interprets what those scores mean for commercial performance and translates them into practical packaging recommendations. The strongest packaging rarely scores highest on every individual measure. Success comes from achieving the right balance between <strong data-start=\"3244\" data-end=\"3263\">Distinctiveness<\/strong>, <strong data-start=\"3265\" data-end=\"3282\">Communication<\/strong>, <strong data-start=\"3284\" data-end=\"3298\">Navigation<\/strong>, <strong data-start=\"3300\" data-end=\"3314\">Motivation<\/strong> and <strong data-start=\"3319\" data-end=\"3333\">Confidence<\/strong>. Our consultants identify that balance and provide practical recommendations to optimise packaging before production begins.<\/span><\/p>\r\n<\/div>\r\n<h2 data-start=\"3114\" data-end=\"3458\"><span style=\"color: #000000;\">What we evaluate<\/span><\/h2>\r\n<h3><span style=\"color: #000000;\">Shelf impact<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Can shoppers quickly find your product amongst competing brands?<\/span><\/p>\r\n<p><span style=\"color: #000000;\">We evaluate visibility, attention and shelf standout using realistic competitive contexts.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Brand recognition<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Does the packaging clearly belong to your brand?<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Strong brands build distinctive visual assets over time. We assess whether these assets remain recognisable across different design concepts.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Communication<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Does the packaging communicate the intended proposition?<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Consumers form impressions within seconds. We measure whether shoppers correctly understand messages such as premium quality, natural ingredients, efficacy, convenience or sustainability.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Purchase intention<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Which packaging is most likely to be purchased?<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Consumers compare concepts and indicate which design they would be most likely to buy.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Product differentiation<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Can shoppers distinguish between different products within your portfolio?<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Clear navigation across fragrances, flavours, sizes and variants reduces confusion and improves shopping efficiency.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Premium perception<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Does the packaging support your intended price positioning?<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Packaging strongly influences perceptions of quality, value and willingness to pay.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Usability<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Good packaging should also be easy to use.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Consumers evaluate opening, dispensing, resealing, portability and storage.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Sustainability<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Environmental claims increasingly influence purchasing decisions.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">We assess how consumers interpret sustainability messages, packaging materials and recycling information to ensure environmental positioning is credible and meaningful.<\/span><\/p>\r\n<h2><span style=\"color: #000000;\">Cimigo pack testing approach<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Every study is tailored to the commercial objectives of the client, category and market.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Define the objectives<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">We begin by understanding:<\/span><\/p>\r\n<ul>\r\n<li>\r\n<p><span style=\"color: #000000;\">Your business challenge.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Target consumers.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Competitive landscape.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Success criteria.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n<h3><span style=\"color: #000000;\">Evaluate packaging concepts<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Consumers compare up to four packaging concepts, individually and within competitive shelf environments where appropriate.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Benchmarking against competitor packaging provides valuable commercial context.<\/span><\/p>\r\n<div class=\"wp-block-column\" style=\"flex-basis: 66.66%;\">\r\n<p><span style=\"color: #000000;\">imple quantitative pack tests often compare new designs with current designs to determine preference. They are typically tested on a rotated basis, one after the other (sequential monadic design) before being compared side by side.<\/span><\/p>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:paragraph -->\r\n\r\n<!-- wp:list --><\/span><\/p>\r\n<ul>\r\n<li><span style=\"color: #000000;\">Pack associations.<\/span><\/li>\r\n<li><span style=\"color: #000000;\">Pack messaging.<\/span><\/li>\r\n<li><span style=\"color: #000000;\">Pack aesthetics and utility.<\/span><\/li>\r\n<li><span style=\"color: #000000;\">Pack preference between options and versus competitors.<\/span><\/li>\r\n<li><span style=\"color: #000000;\">Brand recognition.<\/span><\/li>\r\n<li><span style=\"color: #000000;\">Areas for improvement.<\/span><\/li>\r\n<\/ul>\r\n<span style=\"color: #000000;\"><!-- \/wp:list -->\r\n\r\n<!-- wp:columns {\"className\":\"btn-trynow\"} --><\/span>\r\n<div class=\"wp-block-columns btn-trynow\"><span style=\"color: #000000;\"><!-- wp:column {\"width\":\"66.66%\"} --><\/span>\r\n<div class=\"wp-block-column\" style=\"flex-basis: 66.66%;\"><span style=\"color: #000000;\"><!-- wp:paragraph --><\/span>\r\n<p><span style=\"color: #000000;\">Cimigo\u2019s pack testing service is available as a self service RapidSurvey solution or Cimigo can support you with a customised service.<\/span><\/p>\r\n<span style=\"color: #000000;\"><!-- \/wp:paragraph --><\/span><\/div>\r\n<span style=\"color: #000000;\"><!-- \/wp:column -->\r\n\r\n<!-- wp:column {\"width\":\"33.33%\"} --><\/span>\r\n<div class=\"wp-block-column\" style=\"flex-basis: 33.33%;\"><span style=\"color: #ffffff;\"><!-- wp:buttons --><\/span>\r\n<div class=\"wp-block-buttons\"><span style=\"color: #000000;\"><!-- wp:button --><\/span>\r\n<div class=\"wp-block-button\"><span style=\"color: #000000;\"><a class=\"wp-block-button__link\" style=\"color: #000000;\" href=\"https:\/\/www.cimigo.com\/en\/pack-choice-solution\/\" target=\"_blank\" rel=\"noopener noreferrer\"> RapidSurvey solution <\/a><\/span><\/div>\r\n<span style=\"color: #000000;\"><!-- \/wp:button --><\/span><\/div>\r\n<span style=\"color: #000000;\"><!-- \/wp:buttons --><\/span><\/div>\r\n<span style=\"color: #000000;\"><!-- \/wp:column --><\/span><\/div>\r\n<span style=\"color: #000000;\"><!-- \/wp:columns --><\/span>\r\n<h3><span style=\"color: #000000;\">Analyse consumer response<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Our consultants evaluate each concept across multiple performance measures and identify the reasons behind consumer preferences.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Rather than simply reporting scores, we explain what the results mean for your packaging strategy.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Optimise before launch<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">The research concludes with practical recommendations covering:<\/span><\/p>\r\n<ul>\r\n<li>\r\n<p><span style=\"color: #000000;\">Visual hierarchy.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Brand assets.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Message communication.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Variant architecture.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Design improvements.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">This allows packaging to be refined before artwork is finalised and production begins.<\/span><\/p>\r\n<h2><span style=\"color: #000000;\">Eye tracking for pack testing<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Traditional pack testing tells you what consumers say.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Eye tracking shows what they actually see.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Using realistic virtual shelf environments, eye tracking measures how shoppers visually interact with packaging before making purchase decisions.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Metrics include:<\/span><\/p>\r\n<ul>\r\n<li>\r\n<p><span style=\"color: #000000;\">First fixation.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Time to first notice.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Gaze duration.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Heat maps.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Areas of visual attention.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Comparison with competing brands.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">Behavioural evidence complements survey responses and helps optimise packaging for maximum shelf impact.<\/span><\/p>\r\n<h3 id=\"Pack-tests-with-eye-tracking\"><span style=\"color: #000000;\">Pack tests with eye tracking<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Eye tracking is often deployed in addition to survey questions. This helps Cimigo to determine the impact the pack has on shoppers in store and on the shelf. Occasionally this uses a mock store environment, but this setup is prohibitively expensive for many clients. Eye tracking technology is often a virtual solution that can be conducted with the target group online.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Typically, packs including competitors\u00a0are shown on virtual shelf so that Cimigo can learn how shoppers scan their shopping environment and just what grabs attention. The ability to gauge exactly what is looked at, for how long and in what order enables Cimigo to help you make better decisions on which pack option to pursue and how best to optimise it.<\/span><\/p>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph --><\/span><\/p>\r\n<p><span style=\"color: #000000;\">Cimigo\u2019s pack testing service is available as a self-service RapidSurvey solution or Cimigo can support you with a customised service.<\/span><\/p>\r\n<span style=\"color: #000000;\"><!-- \/wp:list -->\r\n\r\n<!-- wp:columns {\"className\":\"btn-trynow\"} --><\/span>\r\n<div class=\"wp-block-columns btn-trynow\"><span style=\"color: #000000;\"><!-- wp:column {\"width\":\"66.66%\"} --><\/span>\r\n<div class=\"wp-block-column\" style=\"flex-basis: 66.66%;\"><span style=\"color: #000000;\"><!-- wp:paragraph --><\/span>\r\n<p><span style=\"color: #000000;\">Cimigo\u2019s pack testing service is available as a self service RapidSurvey solution or Cimigo can support you with a customised service.<\/span><\/p>\r\n<span style=\"color: #000000;\"><!-- \/wp:paragraph --><\/span><\/div>\r\n<span style=\"color: #000000;\"><!-- \/wp:column -->\r\n\r\n<!-- wp:column {\"width\":\"33.33%\"} --><\/span>\r\n<div class=\"wp-block-column\" style=\"flex-basis: 33.33%;\"><span style=\"color: ##ffffff;\"><!-- wp:buttons --><\/span>\r\n<div class=\"wp-block-buttons\"><span style=\"color: #000000;\"><!-- wp:button --><\/span>\r\n<div class=\"wp-block-button\"><span style=\"color: #000000;\"><a class=\"wp-block-button__link\" style=\"color: #000000;\" href=\"https:\/\/www.cimigo.com\/en\/pack-choice-solution\/\" target=\"_blank\" rel=\"noopener noreferrer\"> RapidSurvey solution <\/a><\/span><\/div>\r\n<span style=\"color: #000000;\"><!-- \/wp:button --><\/span><\/div>\r\n<span style=\"color: #000000;\"><!-- \/wp:buttons --><\/span><\/div>\r\n<span style=\"color: #000000;\"><!-- \/wp:column --><\/span><\/div>\r\n<span style=\"color: #000000;\"><!-- \/wp:columns -->\r\n\r\n<!-- wp:heading {\"level\":3} --><\/span>\r\n<h3><span style=\"color: #000000;\">Eye tracking enables Cimigo to determine;<\/span><\/h3>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:heading -->\r\n\r\n<!-- wp:image {\"align\":\"center\",\"id\":18683,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} --><\/span><\/p>\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><span style=\"color: #000000;\"><img loading=\"lazy\" decoding=\"async\" class=\"cimigo-feature-image aligncenter wp-image-19914 size-full\" src=\"https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/95026025e7e12abf73f0.jpg\" alt=\"Packaging reserach with eye tracking\" width=\"1165\" height=\"323\" srcset=\"https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/95026025e7e12abf73f0.jpg 1165w, https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/95026025e7e12abf73f0-300x83.jpg 300w, https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/95026025e7e12abf73f0-1024x284.jpg 1024w, https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/95026025e7e12abf73f0-768x213.jpg 768w, https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/95026025e7e12abf73f0-600x166.jpg 600w\" sizes=\"auto, (max-width: 1165px) 100vw, 1165px\" \/><\/span>\r\n<figcaption><br \/><span style=\"color: #000000;\">Heatmaps show you which products are looked at most \u2013 those which are \u201chot\u201d are superior to those that are not.<\/span><\/figcaption>\r\n<\/figure>\r\n<\/div>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:image -->\r\n\r\n<!-- wp:image {\"align\":\"center\",\"id\":18684,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} --><\/span><\/p>\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><span style=\"color: #000000;\"><img loading=\"lazy\" decoding=\"async\" class=\"cimigo-feature-image aligncenter wp-image-18684\" src=\"https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/image-22.png\" alt=\"Pack testing with eye tracking\" width=\"469\" height=\"312\" srcset=\"https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/image-22.png 469w, https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/image-22-300x200.png 300w\" sizes=\"auto, (max-width: 469px) 100vw, 469px\" \/><\/span><\/figure>\r\n<\/div>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:image -->\r\n\r\n<!-- wp:paragraph --><\/span><\/p>\r\n<p><span style=\"color: #000000;\">Quantitative metrics allow Cimigo to identify which packaging is attracting first gaze and length of gaze to determine which attract attention and hold attention.<\/span><\/p>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:paragraph -->\r\n\r\n<!-- wp:image {\"align\":\"center\",\"id\":18685,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} --><\/span><\/p>\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><span style=\"color: #000000;\"><img loading=\"lazy\" decoding=\"async\" class=\"cimigo-feature-image aligncenter wp-image-18685 size-full\" src=\"https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/image-23.png\" alt=\"First and length of gaze\" width=\"462\" height=\"280\" srcset=\"https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/image-23.png 462w, https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/image-23-300x182.png 300w\" sizes=\"auto, (max-width: 462px) 100vw, 462px\" \/><\/span><\/figure>\r\n<\/div>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:image -->\r\n\r\n<!-- wp:paragraph --><\/span><\/p>\r\n<p><span style=\"color: #000000;\">With eye tracking Cimigo can identify what in the range is actually looked at and in what concentration.\u00a0 Using \u201cfixations\u201d (i.e. when a consumer focuses) Cimigo have clear metrics on the speed at which a product is found; the extent to which it is focused on; and whether respondents come back to look at the product again.\u00a0 All of these metrics mean Cimigo can identify the effectiveness of a product standing out and therefore its ability to capture the attention of consumers.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">In this Clear Asahi beer example, the gaze movement from mid-to-upper; indicates viewing of the brand logo and beer bubbles logo motif in the centre which includes a brand message.\u00a0 Fixations demonstrate that most time is spent on the brewer\u2019s name ahead of the brand variant.\u00a0 <\/span><\/p>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:paragraph -->\r\n\r\n<!-- wp:image {\"align\":\"center\",\"id\":18686,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} --><\/span><\/p>\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><span style=\"color: #000000;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18686\" src=\"https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/image-24.png\" alt=\"Gaze metrics\" width=\"459\" height=\"224\" srcset=\"https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/image-24.png 459w, https:\/\/www.cimigo.com\/wp-content\/uploads\/2021\/10\/image-24-300x146.png 300w\" sizes=\"auto, (max-width: 459px) 100vw, 459px\" \/><\/span><\/figure>\r\n<\/div>\r\n<p><span style=\"color: #000000;\"><!-- \/wp:image -->\r\n\r\n<!-- wp:paragraph --><\/span><\/p>\r\n<p><span style=\"color: #000000;\">At the individual pack-level, Cimigo can also determine key messaging, hierarchy and fixations.\u00a0 Hence Cimigo can determine in what order and for how long respondents spend on key elements of the packaging. This enables Cimigo to determine whether respondents are spending time (and seeing) key communication elements or whether they are confused or spending time on elements that are not helpful in increasing understanding of the brand and its features.\u00a0 Comparing across pack designs enables Cimigo to help you make better choices and to ensure your pack does not get left behind on the shelf.<\/span><\/p>\r\n<div class=\"cimigo-insight\">\r\n<h2><span style=\"color: #000000;\">Cimigo insight<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Consumers rarely analyse packaging element by element. They respond to the overall impression created by colour, typography, imagery, structure and materials working together. Effective pack testing identifies the combination that communicates your intended brand meaning most successfully.<\/span><\/p>\r\n<\/div>\r\n<h2><span style=\"color: #000000;\">Pack testing applications<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Pack testing supports organisations throughout the innovation process.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Typical applications include:<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">New product launches<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Select the strongest packaging before launch.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Packaging redesign<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Modernise packaging while protecting existing brand recognition.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Product line extensions<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Help consumers distinguish between flavours, sizes and product variants.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Premiumisation<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Evaluate whether packaging supports higher pricing and stronger quality perceptions.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Sustainability initiatives<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Test new materials and environmental messaging before implementation.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Seasonal and limited editions<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Develop culturally relevant packaging while maintaining long-term brand recognition.<\/span><\/p>\r\n<h2 class=\"PDq2pG_selectionAnchorContainer\" data-section-id=\"9ob5pz\" data-start=\"224\" data-end=\"267\"><span style=\"color: #000000;\">Common reasons packaging redesigns fail<\/span><\/h2>\r\n<p data-start=\"269\" data-end=\"518\"><span style=\"color: #000000;\">A successful packaging redesign should strengthen brand recognition while improving shopper engagement. However, even well-intentioned redesigns can reduce visibility, confuse consumers or weaken purchase intent if they are not tested before launch.<\/span><\/p>\r\n<h3 data-start=\"520\" data-end=\"575\"><span style=\"color: #000000;\">Changing distinctive brand assets too aggressively<\/span><\/h3>\r\n<p data-start=\"577\" data-end=\"872\"><span style=\"color: #000000;\">Consumers rely on familiar visual cues to recognise brands quickly on the shelf. Significant changes to logos, colours, typography or pack structure can reduce recognition and make established brands harder to find. Effective redesigns evolve distinctive brand assets rather than replacing them.<\/span><\/p>\r\n<h3 data-start=\"874\" data-end=\"908\"><span style=\"color: #000000;\">Overloading the front of pack<\/span><\/h3>\r\n<p data-start=\"910\" data-end=\"1218\"><span style=\"color: #000000;\">Packaging often has only a few seconds to capture attention. Adding too many claims, messages or design elements can create visual clutter and make it difficult for shoppers to identify the brand, product or key benefit. Clear visual hierarchy is usually more effective than communicating everything at once.<\/span><\/p>\r\n<h3 data-start=\"1220\" data-end=\"1253\"><span style=\"color: #000000;\">Weak variant differentiation<\/span><\/h3>\r\n<p data-start=\"1255\" data-end=\"1539\"><span style=\"color: #000000;\">As product portfolios grow, consumers need to distinguish between flavours, sizes, formulations or benefits quickly. Poor variant architecture can lead to confusion, incorrect product selection or lost sales. Pack testing helps identify whether shoppers can easily navigate the range.<\/span><\/p>\r\n<h3 data-start=\"1541\" data-end=\"1598\"><span style=\"color: #000000;\">Following design trends instead of shopper behaviour<\/span><\/h3>\r\n<p data-start=\"1600\" data-end=\"1878\"><span style=\"color: #000000;\">Contemporary design trends may appeal to internal stakeholders but do not always improve commercial performance. The most successful packaging is based on how consumers notice, interpret and choose products in real shopping environments, rather than aesthetic preferences alone.<\/span><\/p>\r\n<h3 data-start=\"1880\" data-end=\"1928\"><span style=\"color: #000000;\">Testing too late in the development process<\/span><\/h3>\r\n<p data-start=\"1930\" data-end=\"2196\"><span style=\"color: #000000;\">Packaging changes become increasingly expensive once artwork is finalised or production has begun. Testing concepts early allows organisations to refine designs while changes are still practical and cost-effective, reducing the risk of costly redesigns after launch.<\/span><\/p>\r\n<div class=\"cimigo-insight\">\r\n<h2 data-start=\"1930\" data-end=\"2196\"><strong style=\"color: #000000;\" data-start=\"2200\" data-end=\"2218\">Cimigo insight<\/strong><\/h2>\r\n<p data-start=\"2200\" data-end=\"2452\" data-is-last-node=\"\"><span style=\"color: #000000;\">Many unsuccessful packaging redesigns are not caused by poor design, but by assumptions about how shoppers behave. Pack testing provides objective evidence to help organisations optimise packaging before committing to production.<\/span><\/p>\r\n<\/div>\r\n<h2><span style=\"color: #000000;\">Why choose Cimigo?<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Since 2003, Cimigo has helped leading organisations across Vietnam and Indonesia make better innovation decisions through evidence-based consumer research.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Our consultants combine quantitative research, qualitative insight and behavioural methodologies with deep understanding of Southeast Asian consumers and retail environments.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Clients value Cimigo because we provide:<\/span><\/p>\r\n<ul>\r\n<li>\r\n<p><span style=\"color: #000000;\">Local expertise across Vietnam and Indonesia.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Independent, evidence-based recommendations.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Practical commercial advice.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Interactive dashboards.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Rapid turnaround.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Experienced innovation researchers.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">Our objective is not simply to identify the preferred packaging design, but to explain why it performs better and how it can be improved further.<\/span><\/p>\r\n<h2><span style=\"color: #000000;\">Pack testing deliverables<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Every pack testing project provides practical outputs designed to support confident decision-making.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Deliverables typically include:<\/span><\/p>\r\n<ul>\r\n<li>\r\n<p><span style=\"color: #000000;\">Executive summary.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Packaging performance scorecards.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Ranking of concepts.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Purchase intention analysis.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Brand communication assessment.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Consumer verbatim comments.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Design recommendations.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Interactive dashboard.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">Optional eye tracking provides additional behavioural analysis through visual attention heat maps and gaze metrics.<\/span><\/p>\r\n<h2><span style=\"color: #000000;\">Pack testing timing and investment<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Our standard pack testing solution includes:<\/span><\/p>\r\n<ul>\r\n<li>\r\n<p><span style=\"color: #000000;\">Up to four packaging concepts.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Approximately 200 target consumers.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Quantitative consumer evaluation.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Interactive online dashboard.<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\">Results in approximately 10 working days.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\"><strong>Typical investment<\/strong><\/span><\/p>\r\n<p><span style=\"color: #000000;\">US$2,549 (approximately VND65 million).<\/span><\/p>\r\n<p><span style=\"color: #000000;\"><strong>Optional eye tracking<\/strong><\/span><\/p>\r\n<p><span style=\"color: #000000;\">Additional US$1,080 (approximately VND27.5 million).<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Please contact us for customised methodologies, larger sample sizes or multi-country studies.<\/span><\/p>\r\n<h2><span style=\"color: #000000;\">Frequently asked questions<\/span><\/h2>\r\n<h3><span style=\"color: #000000;\">What is a pack test?<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">A pack test compares alternative packaging designs with target consumers to identify which concept performs best before launch.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">When should packaging be tested?<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Ideally before artwork is finalised and before production tooling begins, when changes remain relatively inexpensive.<\/span><\/p>\r\n<h3 class=\"PDq2pG_selectionAnchorContainer\" data-section-id=\"1baxqt3\" data-start=\"165\" data-end=\"215\"><span style=\"color: #000000;\">Should I test packaging before product testing?<\/span><\/h3>\r\n<p data-start=\"217\" data-end=\"594\"><span style=\"color: #000000;\">It depends on the stage of development and the decision you need to make. If both the product and packaging are still evolving, we generally recommend testing the product first to ensure it meets consumer expectations. Once the product concept is validated, pack testing helps identify the packaging design that best communicates the product&#8217;s benefits and encourages purchase.<\/span><\/p>\r\n<p data-start=\"596\" data-end=\"844\"><span style=\"color: #000000;\">For products where packaging plays a major role in consumer choice, such as FMCG, beverages, personal care and healthcare, pack testing is often conducted alongside or immediately after product testing as part of an integrated innovation programme.<\/span><\/p>\r\n<h3 data-section-id=\"cazcod\" data-start=\"1978\" data-end=\"2023\"><span style=\"color: #000000;\">How many pack concepts should be included?<\/span><\/h3>\r\n<p data-start=\"2025\" data-end=\"2099\"><span style=\"color: #000000;\">Most pack testing studies compare between two and four packaging concepts.\u00a0<\/span><span style=\"color: #000000;\">Testing too few concepts may limit learning, while testing too many can increase respondent fatigue and reduce the quality of feedback. We generally recommend evaluating up to four concepts, together with relevant competitor packaging where appropriate.\u00a0<\/span><span style=\"color: #000000;\">The optimal number depends on your objectives, the maturity of the designs and the decisions the research is intended to support.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Can unfinished packaging concepts be evaluated?<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Yes. Digital artwork, mock-ups and early packaging concepts can all be tested during development.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Should competitors be included?<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Yes. Competitive benchmarking helps identify opportunities for stronger differentiation and better shelf performance.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Can Cimigo conduct pack tests across multiple countries?<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Yes. We regularly conduct comparable pack testing studies across Vietnam, Indonesia and other Southeast Asian markets using consistent methodologies while reflecting local shopping behaviour.<\/span><\/p>\r\n<h3><span style=\"color: #000000;\">Can eye tracking be added?<\/span><\/h3>\r\n<p><span style=\"color: #000000;\">Yes. Eye tracking provides objective behavioural evidence showing exactly how shoppers visually engage with packaging in realistic retail environments.<\/span><\/p>\r\n<h3 class=\"PDq2pG_selectionAnchorContainer\" data-section-id=\"zi1b8z\" data-start=\"2634\" data-end=\"2671\"><span style=\"color: #000000;\">What makes a successful pack test?<\/span><\/h3>\r\n<p data-start=\"2673\" data-end=\"2841\"><span style=\"color: #000000;\">A successful pack test goes beyond identifying the preferred design. It explains <strong data-start=\"2754\" data-end=\"2761\">why<\/strong> one concept performs better and provides clear recommendations for improvement.\u00a0<\/span><span style=\"color: #000000;\">At Cimigo, we interpret packaging using the <strong data-start=\"2887\" data-end=\"2929\">Cimigo packaging performance framework<\/strong>, evaluating five dimensions of commercial performance: <strong data-start=\"2985\" data-end=\"3004\">Distinctiveness<\/strong>, <strong data-start=\"3006\" data-end=\"3023\">Communication<\/strong>, <strong data-start=\"3025\" data-end=\"3039\">Navigation<\/strong>, <strong data-start=\"3041\" data-end=\"3055\">Motivation<\/strong> and <strong data-start=\"3060\" data-end=\"3074\">Confidence<\/strong>. This helps organisations make informed design decisions rather than simply choosing the highest-scoring concept.<\/span><\/p>\r\n<h2><span style=\"color: #000000;\">Related innovation solutions<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Pack testing is one part of successful product innovation.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Related Cimigo solutions include:<\/span><\/p>\r\n<ul>\r\n<li>\r\n<p><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/www.cimigo.com\/en\/solution\/pack-development-and-testing\/\" target=\"_blank\" rel=\"noopener\">Pack development.<\/a><\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"http:\/\/cimigo.com\/en\/pack-choice-solution\/\" target=\"_blank\" rel=\"noopener\">Pack testing with eye tracking.<\/a><\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/www.cimigo.com\/en\/solution\/innovations-new-product-development\/\" target=\"_blank\" rel=\"noopener\">New product development research.<\/a><\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/www.cimigo.com\/en\/solution\/concept-development-and-testing\/\" target=\"_blank\" rel=\"noopener\">Concept development and testing.<\/a><\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/www.cimigo.com\/en\/solution\/product-testing\/\" target=\"_blank\" rel=\"noopener\">Product testing.<\/a><\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/www.cimigo.com\/en\/solution\/price\/\" target=\"_blank\" rel=\"noopener\">Pricing research.<\/a><\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/www.cimigo.com\/en\/solution\/shopper-ethnography\/\">Shopper research.<\/a><\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/www.cimigo.com\/en\/solution\/route-to-market\/\" target=\"_blank\" rel=\"noopener\">Route to market research.<\/a><\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">Together these solutions support organisations from early innovation through to successful commercial launch.<\/span><\/p>\r\n<h2><span style=\"color: #000000;\">Talk to a packaging research specialist<\/span><\/h2>\r\n<p><span style=\"color: #000000;\">Choosing the right packaging is one of the most important decisions in product development.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Cimigo&#8217;s pack testing solution helps organisations identify the packaging design most likely to succeed before production begins, reducing commercial risk and improving in-market performance.<\/span><\/p>\r\n<p><span style=\"color: #000000;\">Contact one of our consultants to discuss the most appropriate pack testing approach for your category, market and business objectives.<\/span><\/p>\r\n<!-- \/wp:columns -->\r\n\r\n<!-- wp:heading --><!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph --><!-- \/wp:paragraph --><\/div>","protected":false},"excerpt":{"rendered":"<p>Packaging is often the most influential marketing asset a consumer encounters. It competes directly with rival brands on the shelf, communicates your brand proposition in seconds and continues building brand recognition long after advertising has been forgotten. Cimigo&#8217;s pack testing research helps organisations compare packaging concepts before launch, identifying which design attracts attention, communicates the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":18823,"parent":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"category-solution":[888],"class_list":["post-18679","solution","type-solution","status-publish","has-post-thumbnail","hentry","category-solution-marketing-tactics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pack testing - Market research Vietnam Indonesia<\/title>\n<meta name=\"description\" content=\"Pack testing research to compare pack designs with target consumers . 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