Optimize Pack

Overview

Create packaging that stands out on the shelf, fits your brand, and gets shoppers to choose your product. Get actionable analysis of consumer feedback and suggested optimizations in minutes and leverage past research to take learnings for future design development and optimization.


Optimize Pack was improved and re-launched on January 6, 2025.

Here's what's new:

  • New behavioral metrics
  • Better brand fit assessment
  • Stakeholder-ready reporting with AI Quick Reports
  • Streamlined reporting in Charts
  • Smoother survey experience

If you used Optimize Pack before January 6, 2025, parts of the reporting experience will have changed to reflect the improved survey and charting. Some charts are no longer available due to the survey changes, but all your meaningful metrics are still there.


For a full explanation of what’s changed, check out our Optimize Pack | Changes article.

Methodology Summary

Optimize Pack is a monadic test where potential purchasers evaluate one pack idea each, with a separate survey for each. The optional Lite Shelf module shows your pack in a competitive context for behavioral insights on stand out, purchase choice, and branding. Emotional responses are assessed through emojis.


Identify your best designs using metrics like Purchase Likelihood, Distinctiveness, Overall Appeal, Brand Fit, and in-context Purchase Choice, Stand Out, and Findability. Performance is evaluated through A/B testing and norms.


Optimize with diagnostics including Heatmaps with open-ended likes and dislikes, Pack Emojis, Attributes, Distinctive Brand Assets, Key Messages, and metrics like Pack Communication and Sustainability.

The test combines in-context evaluation (Lite Shelf), forced exposure, and system 1 emoji responses.


Default sample size of 300 purchasers and smart profiling questions let you slice your data to uncover performance across light/frequent brand buyers, non-buyers and many more audiences. Learn more about profiles.

Quick ReportsAI and streamlined Charts to make your insights actionable and get 80% of your stakeholder report in 1% of time. Learn more about Quick ReportsAI.

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Survey and configuration

Optimize Pack’s survey is built to help you assess your package's in-market success potential. The survey assesses the package’s potential to get noticed, get chosen, and improve your design.

Go to Optimize Pack | Survey and Configuration for more details.

Reporting and analysis

Get rich consumer feedback and clear guidance on what to optimize and why from comprehensive diagnostics. Our reporting is available in two formats, a stakeholder-ready report through Quick ReportsAI, and in a flexible Charts format where you can slice and dice your data to dig deeper into your data.

Go to Optimize Pack | Reporting and Analysis for more details on analysis.


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Best practices in pack testing 


Best practices involve comparing new designs against an existing design (for redesigns) or a close competitor’s design. Whilst we have norms available across multiple categories, it is advisable to use the existing package design (or a close competitor) as the control cell to compare against. 

Packaging updates and redesigns can have different objectives - increasing brand awareness, emotional connection, conveying new messaging, embedding legislative changes, etc - it is important to make sure that the metrics you are trying to move will perform well against the existing package that is already in the market while not doing any harm in other areas. While norms are a useful market benchmark, they will not be able to tell you whether you have maintained existing parity while moving the needle on your area of focus. Therefore, for redesigns we always recommend using the existing pack as a benchmark.  


More information:


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