Optimize Pack | Survey and Configuration

Overview

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.

For help with preparing your stimuli, check out our Optimize Pack configuration guide.


Questionnaire Flow

Respondent Profiling

These questions determine whether the respondent makes purchasing decisions for their household, and respondents are asked about their purchase behavior in relation to the target category, as well as where and how they purchase the products

  • Retailer Visit (optional)
  • Retailer Engagement (optional)
  • Brand Usage
  • Brand Purchase Frequency

Lite Shelf [Optional]

An in-context assessment of the package.

Respondents are given a 5 second flash of the collection followed by brand recall questions. They will see the collection again as a clickable image-set to answer questions on Purchase Choice, Stand Out and Findability. 

  • Shelf Test Introduction & Exposure
  • Spontaneous Recall
  • Prompted Recall
  • Purchase Choice
  • Reasons for Purchase Choice
  • Stand Out
  • Findability
Key Performance Metrics
  • Pack Exposure
  • Unaided Brand Recall
  • Package Evaluation
    • Distinctive Brand Assets
    • Overall Appeal
    • Purchase Likelihood
    • Influence on Purchase
  • Brand Evaluation
    • Brand Linkage
    • Brand Feeling
    • Overall Emotion
  • Key Message
  • Distinctiveness
  • Advantage
Pack Diagnostics
  • Heatmaps
    • Likes & Dislikes Heatmap
    • Likes & Dislikes Heatmap of Pack Alternate View(s) (optional)
  • Pack Communication
  • Attributes
  • Brand Believability
  • Ideas for Improvement
  • Sustainability
  • Cultural Sensitivity

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Configuration Checklist

  • Category and Audience: Choose the category, then select an audience. Choose from a list of Zappi Audiences or a custom audience. Learn more about Audience Selection.
  • Pack image: 
    • Format: JPG or PNG (RGB color format only - CYMK not supported)
    • Resolution: Max 800px high, 1366px wide
    • Avoid colorful backgrounds or any information other than the pack itself.
    • Price is not evaluated in this survey unless the price is visible on the pack.
    • You can test between 1-5 packages at once

  • Retailers (optional): If you want to understand more about retailer-related shopping behaviour of your audience, you will be asked to list the retailers you’d like to include.
  • Time period: Add the time period you would like to use to assess the Brand Usage question: “Which of these brands have you bought in the last [time period]?” If applicable, this time period will also be used for the Retailer Visit and Retailer Engagement questions.
  • Competitive brands: Add a list of competitive brands that will be used by the Brand Usage question
  • Brand name & alternatives: Add brand / parent brand / sub-brand name and their alternatives. The brand name is used in brand-related questions throughout the survey. The alternative names are used to auto-code brand recall verbatims; it is not shown to respondents in the survey.
  • Lite Shelf add-on (optional): If you opt to include our lite shelf add-on to your pack test, you'll need additional stimuli:
    • Up to 15 products from your competitive set - upload images and names of a set of packages that best represents your competitive set (this may include some of your brand's other products).
    • Your main stimuli - upload again the image and name of your product as it will be presented in the competitive context on Lite Shelf
    • You can save your images in Zappi image library for future re-use
  • Alternative Side and back views of the package (optional): This allows you to test alternative views of your package like back label or side view. If chosen, you will get ait will include an image exposure and heatmap evaluation of these alternative views including open-ended likes and dislikes
  • Attributes: Up to 20 in total:
    • You will have a list of attributes to choose from, which for non-English markets are available to you already translated.
    • You can use your own custom attributes, but you will need to provide translations for the non-English market
  • Tagging (optional): Tagging your stimuli allows for better organization of your stimuli and meta-analysis of your concepts later on. Don’t worry if you can’t think of your tags now, they can always be added later. 
  • Custom Questions: You can choose to add custom questions to your survey before and after exposure. Learn more about custom questions.

Follow our Getting Started Guide for general configuration help.

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Lite Shelf Module | Optional


Your packaging is the best salesperson - if it’s able to catch shoppers’ attention and persuade them to purchase in the competitive context of the shelf. Our optional* Lite Shelf Module helps you assess exactly that. 

Respondents are exposed to your stim in-context with up to 15 other packs that represent its competitive context.

Using this exposure, we measure behavioural responses such as on Spontaneous & Prompted Recall, Purchase Choice (and reasons for purchase choice), Stand Out and Findability.

It gives you powerful behavioral insights on:

  • Spontaneous & Prompted Recall - How well is my pack remembered vs other packs?
  • Purchase Choice & Reasons for it - What % of respondents chose my stim vs others? Why?
  • Stand Out - is my pack noticeable vs others? 
  • Findability - Can consumers easily find my new design (% of respondents able to find your pack)?

*You can choose the Lite Shelf add-on in configuration.

Lite Shelf example:

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