Which package design performs best with consumers?
In this series, we match two different contenders in the Frozen Entrees Nutritional Category for each round—covering up to 12 top-performing brands across eight design performance areas. The results are based on Designalytics' syndicated data from the Frozen Entrees Nutritional Category, which includes feedback from nearly 5,000 category consumers.
Contenders for Round #1:
Contenders for Upcoming Rounds:
Round #1: CHOICE DRIVER COMMUNICATION
Better communicating key messages is one of the most important factors in achieving a long-term strategic advantage in a category. More than other metrics, effective communication tends to be correlated strongly with purchase preference. Moreover, achieving distinction on multiple choice drivers broadens consumer appeal.
Designalytics' proprietary methodology for choice driver communication includes:
Objective selection of choice drivers
We derive category choice drivers from independent research, free of brand bias or exposure to design stimuli
Comparative results
Consumers are asked which leading product best conveys each choice driver, providing useful competitive context
First-view data quality
Consumers are seeing the category and products for the first time for each exercise they complete
Massive sample sizes
Our samples sizes are 4-6X greater than traditional research providers
Results for Choice Driver Communication
In the battle to communicate key category drivers, Lean Cuisine prevails over Primal Kitchen, achieving distinction on two attributes (good value, whole family likes it). Primal Kitchen, on the other hand, does not claim ownership to any of the benefits most highly valued by consumers when purchasing nutritional frozen entrees. The frozen entrees category is unique in its unusually high number of unclaimed drivers (6 vs. a norm of 3), including the top two drivers, high quality and tastes great -- an opportunity for all category competitors!
Designalytics provides the industry’s first system for monitoring the performance of your brand’s and competitors’ package designs. Syndicated analytics and on-demand testing enable you to manage your designs more proactively—with significantly less effort and expense than custom research solutions.
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