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Imagine you are working on a new product development concept, a new package design, or a new creative campaign. What if the best concept is one you never even considered? When there are endless design possibilities, numerous internal stakeholders, and a tight deadline, the shortest distance between two points is a straight line. That's why SKIM's new Dynamic Optimization tool goes straight to the consumer to identify the best concept out of thousands of possibilities. Our presenters shared how this research technique can be used to optimize new product concepts but also packaging designs, brochures, ads, etc. SKIM's Dynamic Optimization marks a definite improvement over current practice, dominated by experts opinions and research that only provides validation, as opposed to true discovery and optimization. For more information about SKIM's webinars, visit www.skimgroup.com/webinars.
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#SKIMwebinar
Share your thoughts online:
Abigail Joffre
Today’s webinar host
Carlo Borghi
Project Manager
Concept Testing Consider all the possibilities
Imagine you have a new product…
2 SKIM Webinar “Concept Testing: Consider all the Possibilities”
Creating a package design that has impact at point of sale is partly …
- Catch the eye
- Make the brand stand out
- Position the product and informs the consumer
- Optimize the mix of elements
- Utilize the full potential of the creative
design template
3
ART
CRAFT
SKIM Webinar “Concept Testing: Consider all the Possibilities”
Many variables can lead to a high number of possible combinations
4
Color Claim
Graphics
Logo’s
Product
Description
SKIM Webinar “Concept Testing: Consider all the Possibilities”
We developed a simple yet effective approach to quickly drill down a wide range of possible combinations
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An immense
search space
of potential
package designs,
combining ART
and CRAFT
A convergent
procedure
involving
consumer
opinions
Recommended concept or set of concepts
+
Scores of levels
from the regression, indicating
their performance
SKIM Webinar “Concept Testing: Consider all the Possibilities”
• 11-points scale purchase intent
measurements for pack designs
• Collect set number of observations
• Run Regression
• Define new parameter space by
dropping bottom ranking levels
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nth parameter space
Smaller, (n+1)th
parameter space
We systematically limit the parameter space throughout the search steps
SKIM Webinar “Concept Testing: Consider all the Possibilities”
Nice, but does it work?
It works!
In theory, we identified the
optimal pack design using
simulated data
In practice, we improved the
current package design and
were as good or better than
expert opinions
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We tested the effectiveness of our approach for a hypothetical product in the pet care category
8 SKIM Webinar “Concept Testing: Consider all the Possibilities”
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Benefit statement: 20 levels
Design: 4 levels
Cat picture: 15 levels Insect logo: 3 levels
Vet logo: 3 levels
Color: 5 levels
Chemicals: 2 levels
SKIM Webinar “Concept Testing: Consider all the Possibilities”
Parameter space for a pet anti-parasite pack design
Attributes (7) Levels Nature
Package concept 4 Visual concepts
Pet picture 15 Pet pictures
Package color 5 Integrated in pack concepts
Claims 20 Text statements
List of chemical components 2 Present / absent
Icons 3 Present (2 versions) / absent
Vet only icon 3 Present (2 versions) / absent
# of possible combinations 108,000
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Loop 1
108,000 comb.
Respondents go through the survey to narrow down the packages to 18 combinations
Optimal
18 comb
SKIM Webinar “Concept Testing: Consider all the Possibilities”
Loop 2
15,552 comb.
Loop 3
2,592 comb.
Loop 4
384 comb.
Possibility to
include clusters
Levels deleted
according to pre-
specified order
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In a consumer survey we tested if our solution is better
than 1) the current package and 2) the expert opinion
SKIM Webinar “Concept Testing: Consider all the Possibilities”
The experts selected their suggested winners from the full set of pack alternatives
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Current Optimization outcome Experts
SKIM Webinar “Concept Testing: Consider all the Possibilities”
Our design process has delivered a better pack design than the current package design
8.21
8.78
8.82
8.87
9.01
6 7 8 9 10 11
Current package (n=415)
4th best (n=96)
3rd best (n=67)
2nd best (n=91)
Best from algorithm (n=76)
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Purchase intent rating (1-11 scale)
These variations
would also be
“good enough”
All differences versus
current package are
statistically significant
at a 95% CL
SKIM Webinar “Concept Testing: Consider all the Possibilities”
Two experts are as good as the algorithm Although expert opinions are not always consistent
8.10
8.21
8.78
8.82
8.87
8.98
9.01
9.30
6 7 8 9 10 11
Expert A (n=61)
Current package (n=415)
4th best (n=96)
3rd best (n=67)
2nd best (n=91)
Expert C (n=61)
Best from algorithm (n=76)
Expert B (n=61)
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Purchase intent rating (1-11 scale)
Difference not
significant @ 95%
SKIM Webinar “Concept Testing: Consider all the Possibilities”
Outputs: identify the best concept(s) and potentially optimize further!
SKIM Webinar “Concept Testing: Consider all the Possibilities”
Deliverables
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1. An optimal concept (or group of concepts) with corresponding absolute
purchase intent scores
An Excel-based simulation tool where concepts can be built and their purchase intent
scores simulated
2. Understanding of which parameters drive preference: relative importance
of each of the tested variables
3. Add-on (optional): Understand the reasons for preference and identify
ways to improve the best concepts even further
SKIM Webinar “Concept Testing: Consider all the Possibilities”
The importance of elements are measured and insights can be gathered on the spot
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Insect Logo
Chemical
Colour
Cat picture
Benefits
Importance of the attributes Open-ended feedback
SKIM Webinar “Concept Testing: Consider all the Possibilities”
3-in-1 flea killing product – kills,
cares, prevents
Tells me exactly what it does 35%
3 benefits in 1 21%
Cares for my pet 15%
“It tells me all the fleas will
be killed while being gentle
on my dear Fluffy ”
Clickable Concept: What elements are most appealing to consumers?
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Winning Concept
Respondents click on the
parts they like the most
(highlighted in green)
Respondents then click on
the parts they dislike the
most (highlighted in red)
SKIM Webinar “Concept Testing: Consider all the Possibilities”
Conclusions
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Conclusion: we have an effective approach to identify an optimal package design
Advantages over other methods (e.g., conjoint analysis) are:
• Show one package concept per screen (less exhaustive for respondents)
• Can handle a very large parameter space with many attributes and many
levels
• Embedded validation: recommended concept was evaluated by many
respondents
• Can target questions to the best packages such as extra scores or details
through the “why” question
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From pack designs to concepts, brochures, adcepts..
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[Product name]
The new [product name] combines the best aspects of a Notebook and a Tablet. Thanks to its flexible designs with [substantiation 1] and [substantiation 2] is both [material benefit 1] and [material benefit 2]
Furthermore, the new Windows 8 [Win8 benefit]. This means that
[benefit 1 brought to life]. Imagine [scenario 1]: you would be able to
[benefit 2 brought to life]. The new [Product name] will deliver
[performance comparison with notebooks] with the [tablets benefit] of
tablets.
Go to www.skimgroup.com/webinars
for today’s presentation slides and more!
#SKIMwebinar
Share your thoughts online:
Carlo Borghi [email protected]
+44 208 222 7704
Abigail Joffre
+1 201 963 8430
@SKIMgroup
