Ipsos Launches Mobile Package Solution Driven by Behavioural Science

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.

Inspired by apps like Tinder and Amazon, Ipsos’ new pack screening solution leverages behavioural science thinking to better capture System 1 decision-making in a visually-engaging device agnostic survey.

Fast Pack Screener ImageAccording to Ian Payne, SVP Ipsos Marketing Quant, “Our new screening solution embeds behavioral science principles enabling rapid-fire, intuitive decision-making and ultimately higher quality data. We present packs in their competitive context and compare reactions on explicit and more non-conscious responses like reaction time. With turnaround time as fast as one week, our clients can quickly benchmark the demand for their new pack, measure how well they stand out from a competitive clutter, and determine if their design triggers associations aligned with strategic and tactical objectives.”

Lauren Demar, Global CEO of Ipsos Marketing Quant, adds, “Our new package screening solution reflects the intersection of behavioural science and technology and, at the same time, embodies our proven philosophy of testing within the competitive context. We are excited to offer this solution, which meets client demand for faster, better and ‘more like real life’ and, at the same time, fulfills the consumer’s desire for shorter, simpler, more engaging surveys. It is a win-win solution!”

Ipsos’ latest approach is 100% mobile capable, device agnostic and part of their suite of package testing solutions. Ipsos continually innovates its package testing suite, which includes leading-edge approaches that deliver new levels of contextualisation and behavioural understanding (for example, non-conscious measurement, online eye-tracking and virtual reality to bring new pack designs to life for evaluation in realistic environments before any prototypes are developed).