Is packaging just the “silent seller”, standing in an ever-growing crowd of other “sellers”? The packaging research process is riddled with challenges.

Packaging needs to be tested in conditions that reflect reality as much as possible. This is all about the first reactions, the key codes, the cognitive mechanisms that are “activated” subconsciously by the consumers. Packaging very often co-exists in connection with other factors that influence its persuasiveness, such as price, promotion or competition.

In response to these challenges, we have developed the PackScan™ method. Its biggest advantage is the advanced, virtual shelf, the intuitive research modules helpful in capturing the first emotional reactions, the response time to the packaging and quickly decoding the pack’s communication vs. the key KPIs. At IQS, we are able to compare results for the tested packaging with our own benchmark database.

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