In food and drink and most other FMCG categories, packaging is often your most powerful marketing asset. It has just a few seconds to capture attention, communicate value, and influence choice. Vision One helps brands understand how shoppers really respond to packaging so designs work harder on the shelf and drive stronger purchase decisions.

When brands have several design routes to consider, packaging screening helps quickly identify the strongest contenders. Vision One evaluates multiple concepts with consumers to reveal which designs attract attention, communicate most clearly, and have the greatest potential to win in market.

Focus Groups – Focus groups allow researchers to explore deeper reactions to packaging. Participants discuss what they notice first, how they interpret the design, and what messages they take from the pack. This helps uncover emotional responses and perceptions.

In-Depth Interviews – One-to-one interviews allow researchers to explore packaging reactions in detail. They are useful when exploring complex design decisions, brand positioning, or premium products where deeper insight is needed.

Central Location Tests (CLTs) – Participants are invited to a research location where they can physically handle and interact with packaging. This is particularly valuable for testing shape, usability, opening mechanisms, and tactile elements.

Eye-Tracking Research – Mobile and static eye-tracking technology measures exactly where consumers look when viewing packaging or shelves. This reveals which elements capture attention and whether key information is easily noticed.

Here are 10 key metrics and KPIs commonly used to evaluate packaging performance in packaging research and pack testing:

• Shelf Standout / Visibility – Measures how easily the packaging captures attention on a crowded shelf compared with competitor products.
• Pack Appeal – Assesses the overall attractiveness of the design and how visually appealing consumers find the packaging.
• Brand Recognition – Evaluates how quickly and clearly consumers can identify the brand from the packaging.
• Message Clarity – Measures whether key product benefits, claims, or information are clearly understood by shoppers.
• Purchase Intent – Indicates how likely consumers would be to buy the product based on the packaging alone.
• Perceived Quality.- Assesses whether the packaging conveys a sense of quality, premium positioning, or value.
• Differentiation – Measures how distinctive the packaging is compared with competitors in the category.
• Relevance / Fit with Category – Evaluates whether the packaging feels appropriate and credible for the product type.
• Usability / Ease of Use – Assesses how easy the packaging is to open, handle, store, or reseal.
• Emotional Response – Measures how the packaging makes consumers feel and whether it creates a positive connection with the brand.

Data integrity is at the heart of our research process. We are ISO 20252-accredited and utilise robust sampling frameworks, meticulous data validation techniques and continuous quality monitoring throughout the research lifecycle. 

Every dataset undergoes thorough checks to ensure accuracy, reliability, and compliance with industry standards, including MRS, ESOMAR and GDPR guidelines.

At Vision One, we go beyond measuring which pack performs best. We help brands understand why certain designs resonate and what improvements will make them even stronger. Our goal is to give teams clear, actionable insight so they can confidently launch packaging that stands out and drives sales.

• Deeper understanding of reactions – Focus groups reveal why consumers respond to a design and what they notice first.
• Exploration of emotional responses – They uncover feelings around quality, trust, and brand perception.
• Identification of strengths and weaknesses – Participants highlight which elements work well and which create confusion.
• Creative input and improvement ideas = Consumers often suggest ways to improve or refine the packaging.
• Observation of first impressions – Researchers can observe real-time reactions when participants first see or handle packaging.

Overall, focus groups help brands ensure packaging communicates clearly, resonates emotionally, and reflects the intended brand positioning before launch.

• MMR Research – An FMCG innovation specialist focused on packaging development, sensory testing, and product optimisation to support successful product launches.
• Vision One – A UK insight agency specialising in pack testing, packaging screening, and development research, using tools such as virtual shelf testing, eye-tracking, and consumer insight to optimise packaging before launch.
• Ipsos – A global research agency offering packaging testing through tools such as virtual shelf environments and behavioural science methods to evaluate pack design, visibility, and shopper choice.
• Walnut Unlimited – Provides packaging testing solutions such as PACKMASTER to measure shelf performance, communication, and purchase impact.
• Split Second Research – Uses neuroscience-based techniques to measure emotional response, attention, and purchase intent towards packaging designs.
• Brandspeak – A specialist agency focused on packaging and brand communication research, helping organisations refine and test packaging ideas.