MMR Impackt Lite is a pack test to help you understand how your packaging design will stand out on-shelf, how it fits with your brand, and whether or not it’s likely to motivate purchase. Capture the impact of your pack execution for the item and your brand through analytics, and dive into specific elements to understand how consumers felt about particular items such the logo, color, and how your packaging fits within your existing range.
MMR tests packs monadically, connecting them to the overall range, to assess fit and differentiation.
Key Measures
- Supports concepts and final-stage packages
- ‘Speed of recognition’ test approximates shelf impact with reaction time measurement
- Features an extensive emotional association test
- Tests packs monadically, connecting them to the overall range, to assess fit and differentiation
MMR Impackt Lite Configuration Checklist:
- Stimulus (stimuli): JPEG or PNG, 800x600px white background and centered image (not transparent).
- Product Type: Think of the question: "What type of product did you see" and write your category in the style consumers would. For example, a consumer might write "chocolate" instead of "confectionary".
- Pack Diagnostics: Type in 3 elements of your pack for consumers to rate. It will fit the following question: "What is your opinion of...?" (i.e. the logo) on a scale of Dislike Extremely to Like Extremely.
- Pack Expectations: Type in between 3 - 12 statements.
- Consumers will be asked agreement with a series of statements starting with "This product will..." (i.e. taste great).
- Pack Range Image (optional): JPEG or PNG, used to determine how well your pack will fit within a range of products and how easy or difficult it is to tell the different products apart from each other.
- 21 Distractor Images (optional): PEG or PNG, 800x600px white background and centered image (not transparent).
Questionnaire flow and key metrics definitions:
- Product / Brand Recall. After a short introductory information page, respondents are exposed to a single package for ¾ of a second. They are then asked to recall the type of product they have seen, as well as the brand they remember.
- Image Association. Each participant is exposed to 24 pictures of different products. They are then asked to press the spacebar if they see the product on the screen, and to do nothing if they see a different image. The speed of reaction is an indication of how well the product will cut through visual noise on a shelf.
- Key Performance Indicators. These indicators measure purchase intent captured on a 5 point scale from ‘Definitely would buy’ to ‘Definitely would not buy’ and Overall appeal of the pack design, using a 1-10 scale (‘Dislike extremely’ -‘Like Extremely’).
- Attribute Association. Respondents are served 30 descriptive words (e.g. fun, cheap. masculine), and are instructed to click on the image of a target to indicate the degree to which of them they associate the word with the pack design. The inner rings represent a close association and the outer rings a weaker association.
- Pack Diagnostics. Respondents rate the pack design for "Brand Fit", "Uniqueness", and up to three "Design Diagnostic Questions" which are editable in configuration, and structured as: ‘What is your opinion of [insert text]?’.
- Likes and Dislikes Heatmap. Respondents highlight parts of the package they Like or Dislike, adding a verbatim comment to explain why. This is represented to the buyer of the study as a heatmap.
- Range. If the pack design is part of a range, the range is displayed and respondents are asked how well the initial design fits with that range, and how easy it is to tell the products/designs apart.