The challenge.
Burgess were looking to re-focus their pet-food range around their core brand, reducing the emphasis on its variety of sub-brands and to modernise the brand presentation.
But these sub-brands were believed to have a core loyal following that the business was eager to retain…
“How can we be sure that changing our pack design won’t alienate current loyal consumers?”
Our thinking.
We needed a methodology that would deliver both qualitative insight into how the new design was communicating and an element of more quantitative diagnostics to evidence its appeal.
Our online research platform enabled us to capture detailed postings and to use heat-mapping technology to identify key pack communication components.
Respondents were asked to comment on components of the the new pack design.
Our response.
We conducted a week-long forum with a panel of 40 pet owners who were buying Burgess dog, cat, and small animal foods.
Respondents were shown new pack designs in a shelf-fixture context and then asked to comment in detail on the design components.
“I just find the whole packaging idea much simpler but more effective, I think it would stand out and be easier to notice”.
Our research provided Burgess with the confidence to proceed with their re-launch.
‘MarkUp’, the ideal diagnostic tool.
The ‘MarkUp’ tool allows respondents to highlight aspects of a visual image that they find interesting or appealing (or that they hate!).
The comments that are logged alongside their MarkUp ‘pin’ tells us the reasons for this.
The heat-map graphically illustrates the most important components of the design.
The result.
A strong endorsement of the new design approach and greater prominence to the Burgess Pet Care brand, providing the business with the confidence to proceed to re-launch their range.
