ZERO2FIVE has a range of cutting-edge technology that we can use to help you optimise your packaging designs. This includes ensuring your products stand out on supermarket shelves and making sure you’re communicating on-pack messages as clearly as possible.
Depending on the project, we can use the following:
1. Perceptual Experience Laboratory
The Perceptual Experience Laboratory (PEL) is a synthetic reality laboratory, which uses high-resolution images on a large wrap-around screen, immersive sound, smell, air movement and temperature to create simulations of locations in a laboratory setting where close monitoring, recording and analysis is possible.
This enables the creation of immersive environments (e.g. supermarkets and factories) which are difficult to access for consumer behaviour experiments. For example, we can conduct experiments to analyse the effectiveness of new food packaging designs on supermarket shelves.
The academics in the PEL team have developed unique eye tracking technologies, which allow gaze analysis, enabling understanding of respondents’ actual behaviour. PEL research participants behave more closely to real-life situations than they do in desk-based questionnaires or focus groups.
Huw Thomas, Managing Director, Puffin Produce:
"Using the Perceptual Experience Laboratory allowed us to test our new packaging designs with consumers in a close to real life environment which otherwise wouldn’t have been possible. The valuable feedback provided evidence for us to take to retailers about the shelf standout of our new packaging.”
Read the full case study
Get in touch to find out how the Perceptual Experience Laboratory can help your company (funded support may be available through Project HELIX):
Contact Us
2. Eye Tracking Consumer Interviews
90%1 of consumers make a product purchase after only examining the front of pack. So, it’s vital that you communicate your brand and key messages as clearly as possible.
Our portable and wearable eye tracking technology can be combined with consumer interviews to gain an understanding of how people perceive your branding and packaging.
The eye tracking component of the research enables you to understand which design concepts or parts of your product packaging are the most attention grabbing whilst consumer interviews provide more in-depth qualitative feedback on the design, branding, logo, and copy. Combined, this information provides actionable insights to improve the effectiveness of your packaging designs.
Allie Thomas, Owner, Cradoc's:
"ZERO2FIVE’s illuminating work was so comprehensive and had depths to which we still refer and use as guidance in our NPD and product packaging review. It continues to inform our decision-making regarding styling, USP and differentiation which will enable Cradoc’s Savoury Biscuits to be market disruptors as ever”
Get in touch to find out how eye tracking consumer interviews could help optimise your product packaging (funded support may be available through Project HELIX):
Contact Us
1. Simmonds, G., Spence, C.(2017) Thinking inside the box: How seeing products on, or through, the packaging influences consumer perceptions and purchase behaviour. Food Quality and Preference (62), pp. 340-351.
