Invoke addresses the limitations of traditional package design research, enabling you to quantitatively and qualitatively evaluate package shots, shelf sets and plan-o-grams during a single research session. An Invoke package test typically incorporates a three-step process:
VIRTUAL SHELF SETS
Respondents are exposed monadically to one package shelf set so you can measure ‘stand-out’. Questions are primarily focused on aided and unaided recall.
SEQUENTIAL PACKAGE ROTATION
Immediately after the monadic shelf-set exercise, respondents are shown all package designs in a sequential rotation to avoid order bias. Here you’ll measure purchase intent, likability, uniqueness, brand fit, etc. You can also include open-ended qualitative questions to dynamically probe “why” people think and feel the way they do – thereby identifying areas for optimization and ascertaining how well your packaging communicates the intended benefits.
After the sequential package rotation, respondents are exposed to all the package designs and asked to rank them. You can also include open-ended questions in these direct comparisons so you can watch – and pinpoint – the key drivers for the rankings.