measuring consumer response to packaging changed

1. Emotional Response to
Packs/Brands Design
Prepared for
Linked In Group Members
May 2014

2. Contents
• Who we are/What we do
• How we do it/Methodology
• Pack Design Research
• Examples of previous projects
• Contact details

3. Dr Nigel Marlow
LBpsych.
Business & Consumer
Psychologist; Director of the
Forum for Business &
Consumer Psychology and
Editor of Journal. Director of
‘Innovationbubble ‘and has
developed online personality-
test engines. Designed and
delivered workshops in
Leadership & Creativity at
Masters Level. Doctorate
supervisor and has published
in academic and business
Journals..
Dr Simon Moore
Chartered Behavioural
Psychologist
Chartered Business
Psychologist ; works with
organizations in the areas of
personality, behavioural
economics, emotional decision
making and motivation.
He has a wealth of experience
in developing and delivering
graduate and postgraduate
programs. Conference speaker
at National & International
Conferences and widely
published in Academic and
Business spheres.
Robert Amine
International Market
Researcher
40 years experience in in
Research and Marketing in
both Consumer and B2B
Previously Business
Development Director of
Gallup International (surveys
in 60+ countries). Specialist
knowledge of Russia/Eastern
Europe/Latam. Robert has also
been a lecturer/CIM tutor for
undergraduate/postgraduate
on creative courses in Public
Relations , Advertising and
Marketing

4. What we offer
• We offer our proprietary online engine Emotix, which is specifically
designed to measure emotional responses to brands/packs. The
technique is grounded in the proven psychology application of Implicit
Attitude Testing originated in 1998 at Harvard. We have successfully used
the technique in a variety of categories:
• Pharmaceutical ( Analgesics)
• Food (Yogurt)
• Food (Ready Meals)
• Finance (Insurance)
• Transport (Parcel Delivery)
• Soft drinks
• We are a UK based company and have undertaken Emotix studies in the
UK, USA, Europe and Africa

5. Pack Design Research
As Behavioural Psychologists we know that product
packaging has a significant effect in the way a product is
perceived by the customer. For instance, the colour and
shape of the packet influences customer initial expectations
and contributes significantly to their overall experience of
the brand.
This influence can be very subtle but at the same time very
powerful. Innovationbubble uses an EMOTIX © process to
identify these elusive cues that are working at the
subconscious level and are difficult to access using
traditional methods.
The EMOTIX © testing-loop (test-redesign-test) is
individually set-up for the client and responses from
consumer panels can readily be collected on-line in the
matter of minutes; allowing multiple tests to be run and
packaging designs to be formatively evaluated speedily,
accurately and economically.

6. Emotix: Relevance
• Packaging plays a huge role in purchasing decisions,
appealing to the senses and emotions, and enhancing the
customer experience. Packaging is in fact a subliminal
transmitter of information that affects customer
perceptions and expectations of the product inside.
• An automatic process of ‘transference’ is occurring,
whereby the packaging becomes ‘part’ of the product itself.
The packaging acts as a trigger for an emotional response,
which in turn creates an emotional connection with the
product.
• If this response is positive and sufficiently powerful and
enduring, the product journeys off the shelf into the basket
and arrives home!

7. Emotix :Methodology
• Emotix © is a process that identifies these ‘subliminal’ or
subconscious cues. The system is more convenient,
quicker and more economic than traditional survey
methods such as questionnaires and focus groups, which
will fail to capture the non-conscious, emotional element
of customer responses.
• Our online EMOTIX © can collect data from a consumer
panel or market sample in the matter of minutes. This
enables the iterative design-test-redesign process to
advance more quickly.
• More importantly, the EMOTIX © can be designed to
collect a mixture of data, which can vary through a range
of emotional words, to colours and even images.

8. Emotix: Application
• Each Emotix test is bespoke to the brand/pack in question.
Emotix can be used to:
• Identify the underlying emotional triggers that influence
choice, engagement and response behaviour in customers.
• These ‘motive-tests’ capture implicit attitudes - those that
might guide behaviour but that are not part of the individuals
conscious perception. Marketers already know that packaging
is one of the keys to selling a product, and they employ
psychologists to identify characteristics to help products ‘jump
off shelves’. Colour combinations are used to express ‘organic’
or ‘high energy’ values that suit the target customers. Whilst
the shape of packaging is also manipulated for novelty, the
dimensions providing supposed subliminal cues that make the
product more attractive.

9. Emotix: Output
• EMOTIX © is unique in that it collects metric
data, but the output are word/image profiles that
have a readily understandable meaning.
• Our special algorithm also allows us to categorize
the data generated into subconscious automatic
responses and those which are produced
consciously after some deliberation.
• This is important information for a deeper
understanding of a customer’s perception of the
packaging and/or brand.

10. Previous Projects

11. Emotix Summary: Nuance
We have a proprietary process that allows us to
build bespoke online engines with the capability
of detecting nuances in design changes (colour,
shape, size etc.). The process is readily usable to
quickly and easily evaluate images of proposed
prototypes. The evaluation can be via consumer
panel, but as it is online, the numbers are not
restricted, so that samples can be representative
of different market segments/countries

12. Emotix Summary: Testing
The EMOTIX © testing-loop (test-redesign-test)
is individually set-up for the client and
responses from consumer panels can readily be
collected on-line in the matter of minutes;
allowing multiple tests to be run and packaging
designs to be formatively evaluated speedily,
accurately and economically.

13. If you would like to know more or to see an
online demo please contact me or reach out
via the Linked In group: Packaging Design.
Thank you
Robert Amine:International Co-ordinator
0208 950 2520
robert@innovationbubble.org
www.innovationbubble.eu