Tropicana Packaging Analysis

Realeyes – the Google of Emotions

Tested packages

New Failed Current

Evaluating Packaging – How To

• Pick a time spanFirst 5 seconds is the average attention span on the shelf in the shop

• Look at emotionsRelative strengths describe overall effect

• Happy is positiveBest for predicting choice in academic literature

• Confused is negativeAvoid confusion that may deter decision making

Evaluating Packaging - Comparison

0 1 2 3 40%

40%

80%

Very Bad - Failed

HappyConfused

0 1 2 3 40%

40%

80%

Good – Current

HappyConfused

0 1 2 3 40%

40%

80%

Best – New

HappyConfused1st

2nd

3rd

Evaluating Packaging – In Detail• Look for trends

Improving response over time indicates better performance

• Observe peaksPeople affected strongly by peak response, not the average

• See where it endsState at the end of the experience matters for outcome

• Peak-end rule by KahnemanAverage of the peak response and the emotion at the end describes the net impact of pack viewing

Happiness

0 1 2 3 40%

2%

4%

6%

8%

Current Failed New

Strong growth over time Aligns well with strong market success of New

Positive ending + peak-endFailed packaging tanked in the market

Confusion

0 1 2 3 40%

2%

4%

6%

8%

Current Failed New

Failed created Confusion

Summary

• Emotions predict market performance– Failed packaging caused 20% fall in

sales so they had to revert to Current– New packaging resulted in 50% increase

in sales over Current• Benefits of Realeyes’ emotion testing– Avoid sales loss from bad package

launches– Avoid marketing costs on bad pack

designs– Increase market share with effective

packs

Thank you!

Realeyes Data Services Ltd.19 Fitzroy Square, London W1T 6EQ, United KingdomPhone: +44 20 3322 2205info@realeyesit.com