Which Pack Test Metrics Actually Predict Sales?
Designalytics has been doing packaging research for a looooong time. Recently, they did some research with IRI to see which test metrics predict in-market results for 52 pack redesigns across a range of CPG categories.
They compared sales for the 6 months after the redesign with the same 6 month period from the prior year. Then they checked how well those sales results correlated with the different metrics from the pack test.
What DIDN’T predict in-market success too good was whether people “liked” the new design. (It had a 46% correlation.)
Surprisingly (for me at least), find time wasn’t correlated with sales results either.
What Your Media Says About Your Brand
But what about entire swaths of media? If you advertise on TV, does that signal something that advertising on social media doesn't?