Recognising that successful package design must perform well in-store and drive saliency on the mobile devices where people increasingly shop, Ipsos Marketing has developed a behaviourally driven pack testing solution.
Device agnostic is the new research reality. Today, over half of the global population use smartphones – a number predicted to rise to 70% in 2021. There is no doubt that allowing respondents to take surveys on smartphones represents a critical tipping point for our industry. We must adapt quickly to stay connected to consumers, but with that comes risk as we need to rethink questionnaire design to meet respondents’ expectations on mobile.