GfK Pack Challenger®
The GfK Pack Challenger® offers multiple possibilities to quantitatively test packaging:
- Visual impact on the shelf: How long does it take to find a new packaging on the shelf within the competitive environment? Does the new packaging compare favourably or unfavourably with the current one?
- Brand recognition: Does the new packaging clearly show the brand? Does it take longer in comparison with the current one?
- Legibility: Does the new packaging favourably communicate the various options, flavours, etc. of a product range?
- Product communication: What does the packaging say about the product?
- Imagery: Which brand image does the product achieve by means of the packaging?
- Handling/practicability/usage: Impact of various packaging material and of the physical packaging design on usability, storage, usage occasions, etc.
