How
can you make sure your packaging will
be seen, recognised
and chosen?
How can you optimise its performances?
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Pack
Expert® is a new method based on the latest findings in
cognitive sciences and provides an in-depth and operational
analysis of your pack project.
An innovative approach in two integrated and complementary
phases
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Memory analysis
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Quantitative Diagnosis
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An analysis based on the 3 major predictive
dimensions of the efficiency of the packaging
Emergence
: is the pack seen, which elements are likely to be
perceived and memorised, how is the product identified?
Encoding - Identification: how does the consumer
decode the pack, does the memory imprint generated facilitate
the link with the brand, the product, the market (Attribution)?
Emotion
– Appeal: what potential does the pack have in
generating appeal for, handling of and interest in the product:
the major dimensions conveyed in terms of image, impact
and purchase intention?
The
principle of the memory analysis
A grid of 45 criteria based
on memorability processes identified in cognitive sciences
+ a jury of experts trained to use the grid.
Perception, attention, emotion, explicit encoding and implicit
memory are the 5 main processes to be supervised and
stimulated for effective packaging at the point of sale.
The
principle of the quantitative diagnosis
Measuring with consumers to obtain
a precise evaluation of the performances of the pack in a
real situation.
An
initial approach measures the impact in a competitive environment,
followed by a second monadic approach making it possible to
provide all the necessary indicators to evaluate the three
dimensions of the diagnosis: Emergence, Encoding-Identification,
Emotion-Appeal.
Results are compared with a benchmark cell.
Online interviewing for cost optimisation.
Benefits
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A flexible and rapid methodology applicable to all
problems concerning choice of in-shelf establishment in
large and medium commercial outlets and specialist superstores,
including in international markets.
• Precise operational recommendations with a
system allowing a rapid validation of the gains in performance
of reworked routes.
Contacts
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