July 2008
Group discussions, eyetracking and co. have one thing in common: the conventional test procedure of market research does not successfully indicate the subconscious process in the brain that ultimately leads to decision-making in front of the shelf.
It is exactly at this stage that the Implicit Pack Decoder (IPD) is applied, a new procedure developed by the branding and design agency SOLUTIONS together with the renowned brain-researcher Dr. Christian Scheier. “Through our web-based behaviour of reaction, the so-called buying impulse which a package activates can be measured for the first time”, explains Holger Prüssner, CEO from SOLUTIONS Branding and Design Companies AG. “IPD gives branded companies an innovative planning tool for the optimisation of their packaging designs, which significantly reduces their rate of failure.” Companies can explicitly supplement their survey processes or even fully replace them.
Answers from the “Autopilot”
How good does design communicate the brand? Which image is conveyed through the design? How emotional does the design appear? And how strong is the buying incentive?
The new IPD process decodes the implict properties of a product design with the help of four modules: branding, image, emotion and persuasion. Dr. Scheier, manager of the decode implicit marketing Institute in Hamburg: “Conventional tests lead to biased answers. They do not ask the autopilot, but instead the pilot in your head – the explicit system.” IPD combines recent knowledge from brain research and psychology with the experience of branding-specialists from SOLUTIONS.
Web-based surveys
The consumer requires an average of 2,3 seconds in front of the shelf in order to decide for a product packaging. The test person is given the same amount of time for the IPD process in order to choose more spontaneously and quickly – until the next picture appears.
Test options for a company are the comparison between a design against a benchmark, tests from two alternative designs or the comparison of their own design with designs from the competition. SOLUTIONS CEO Prüßner: “The only essential factors of success left for the packaging design are a clear message, a concise text and a product appearance suitable for the target-group and the product.” In order to be successful, it is crucial to integrate new knowledge in the strategic and creative process of design.
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