Advertising and Market

PACK EVOLUTION

Purchase decision is often made in the shop. Experiences show  that consumers watch the shelves only for a few seconds, noticing only two-third of products, and having a closer look at only some of them. This makes the package of a product very important. Package communicates the brand itself.

Pack Evolution™ is a member of  Evolution products of Ipsos.

There are three main axes of the pack analysis:

  • Impact, visibility, brand linkage: What impressions package generates on the shelf? How much does it catch consumers’ attention? How much package is linked to the brand?
  • Purchase Intention: Does package convince consumers to choose the product instead of competitors’ one?
  • What opinion do consumers have about the package and the product inside? What are the liked and disliked elements of the package? How does the package suits to the brand,, how does it influence the brand image?


Methodology can be applied to test package in shopping environment, or to compare more package concepts.

Ipsos Marketing’s results show, that Pack Evolution™‘s indices / scores are closely connected to direct purchase decisions.

Pack Evolution™ ‘s standard methodology enables measuring performance of different packages.