Packaging and in-market impact: Uncovering the drivers of success

Scott Young
Perception Research Services International

At PRS, we evaluate hundreds of new packaging systems annually – and our clients often (and understandably) ask if we are able to accurately predict the impact of packaging on in-market sales. Fortunately, the quick answer is "Yes!" This fact has been validated by "meta-analyses" conducted by clients, analyzing PRS study findings and sales data across 50+ studies. It has also been illustrated by numerous cases of both "successes projected" and "disasters foretold" for both re-stages and new products. Through these analyses – and academic research (conducted at Wharton and INSEAD) – we've also been able to define a proven relationship between on-shelf performance measures (purchase from shelf, shelf visibility and shop-ability) and sales in market.