Package Testing Technologies

This guide includes information on eye tracking and emotion recognition technologies to improve product packaging and increase sales.

Package testing is a technique used by market researchers to assess consumers' reactions to the packaging of a product. This can be done through focus groups, surveys, or other online research methods.

A package testing is conducted to assess different aspects of the package. This includes how the package looks, how easy it is to open and close, and how well it conveys the value of the product inside. Additionally, the package testing will also consider what associations the packaging creates.

A package can play a significant role in a consumer's decision to purchase a product. The package can be the first thing that a consumer sees and can create a lasting impression. If the package is well-designed, it can communicate the value of the product inside and encourage the consumer to purchase it.

It is important to assess a package's emotional feedback because it can be a major factor in a consumer's decision to purchase a product. If the packaging elicits positive emotions, it can increase the likelihood that the consumer will purchase the product.

DALL·E 2022-11-16 14.44.22 - A photorealistic shelf with different packaging of food and beverages in a cosy shop


You can leverage your package testing methodology with powerful technologies to help conduct packaging tests.

Eye tracking

One very common technology is eye tracking that can be used to assess the performance of a packaging. This technology enables to track the movement of the eyes and determine what elements of the packaging are being looked at the most.

This information can be used to assess how well the packaging is communicating the value of the product inside.

If you are interested in using eye tracking to assess the performance of your packaging, there are a few things that you should keep in mind.

Be prepared

First, you will need to ensure that the eye tracking equipment is able to capture the movement of the eyes accurately.

Second, you will need to make sure that the environment in which the eye tracking is taking place is free from distractions. This will allow the equipment to capture the movement of the eyes more accurately.

Third, you will need to ensure that the participants in the study are comfortable with the eye tracking equipment. This will ensure that they do not feel uncomfortable or self-conscious while the equipment is tracking their eyes.

Fourth, you will need to ensure that the eye tracking equipment is calibrated properly. This will ensure that the data that is collected is accurate.

Finally, you will need to ensure that the data that is collected is analyzed properly. This will ensure that you are able to interpret the data correctly and make accurate conclusions.

3 Eye Tracking Solutions for Market Researchers:

  • Tobii, best technology on the market and well established
  • Oculid, works on a simple mobile app
  • Eyesee, includes virtual stores for testing

Facial Expression Recognition

In addition to eye tracking technologies, emotion recognition has been in the wild with a number of limitations observed in the past. If you may want to use emotion recognition, there are a few limitations that you should be aware of before using them to improve your packaging tests.

5 things you need to know before you start with Emotion AI

First, these technologies can be expensive when they require a hardware setup to be used while conducting the study. This is a major friction to run emotion recognition at scale. That's why we've designed VideoFeel to work online and require a simple webcam to operate.

Second, these technologies can be inaccurate. Indeed, some solutions rely on algorithms that have been designed and trained on the faces of real people and play emotions with their faces. This is a common mistake that leads users to think that these technologies simply don't work. But the real reason is that people don't overact in real life. That's why VideoFeel was created and developed, on the faces of real people in the real world.

Third, these technologies may require the use of special equipment. This equipment can be bulky and difficult to transport. With an online method like VideoFeel, there is no need for an extra equipment.

Fourth, these technologies can be intrusive. This is because they require the use of sensors that are placed on the body. Using a simple webcam with VideoFeel, the respondent has to give consent once and forget about the technology.

Finally, these technologies can be slow. This is because they require the use of algorithms to analyze the data that is collected. The technical foundations of VideoFeel allows real-time data processing, which gives access to instant reports as soon as the respondent is done with the test.
Until recently, those limitations has been a blocker to wide use of emotion recognition, however it's been proven that they play a major role in the decision making process.

Practical guide to get emotional feedback during a packaging test with VideoFeel

  1. To begin, you'll need to pick up the image of the package to be tested. If your client doesn't give the image, you can do this by finding an image online or taking a picture of the package yourself.
  2. Once you have the image, you'll need to create a 30 second long video using the image. This can be done by using a video editing software, like canva.com or simply by recording a video of the image.
  3. Once the video is created, you'll need to upload the result on the VideoFeel platform. This can be done by logging into your account and selecting the "Upload" button.
  4. After the video is uploaded, you'll need to share the link to the VideoFeel Viewer to the respondents. This can be done by copying the link and sending it to the respondents via email or social media.
  5. Finally, you'll need to download the emotional data to run your analysis. This can be done by logging into your account and selecting the "Download" button.

Emotional Data Analysis

With the data in hands, you can work on a report or analyze each important emotional feedback to highlight what should be done to improve.

We've prepared useful resources for you to help you get started:

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