PackProbe Pack Testing

Packaging – Where small changes can have a dramatic benefit

For over 20 years Vision One has been helping brand owners develop and improve their packaging design using our unique research model PackProbe. Since its inception, our approach has provided actionable insights, assisting countless national and international brands in optimising their designs and grow sales. Inside our Pack Testing, we specialise in food and drink and have an extensive range of FMCG research services available.

PackProbe – The revolution in Packaging Design Research

PackProbe is a ground-breaking and innovative pack testing research method. Taking advantage of advances in technology, we have re-engineered our award-winning service to make it one of the most advanced and powerful evaluation methods available.

Created in consultation with psychologists, marketers and researchers, PackProbe uses system 1 thinking to explore consumer behaviour on a deeper more instinctive level than typical research models. PackProbe combines subliminal testing, peripheral recognition tests and AI Integration to produce a market-defining pack testing product.

Our Clients

PackProbe Features

  • Multi-Discipline Methods
  • Scalable & Customisable At Any Stage
  • Compare multiple design variants at once
  • Targeted Sample – We don’t just let anyone take part as other companies do, we tailor the respondents to your brand
  • Extensive collection of Normative Data providing comparisons across your market
  • Save your brand time & money on your packaging by making the right decisions the first time
Vision One Award Winning Agency

Benefits Of Using PackProbe

Most buying decisions are instantaneous and often emotionally driven. Meaning the “gut” reaction your consumers have towards a product should be considered when testing packaging designs, as you’ll be left with a good predictor of how they would react in the real world scenario, rather than over rationalisation of their choice. We understand how less than 20% of your vision is sharp, so when you’re out shopping, we use our peripheral vision (which is also blurred) to find and locate products to buy. As such, we test packaging in both its in-focus visual state and blurred. To create best practice, all packaging testing should be as realistic. Using 2D and 3D visuals help replicate the shopping environment.

PackProbe delivers an unparalleled understanding of the standout power of a design on the shelf, an estimate of market share and actionable recommendations on how to improve and maximise your ROI for the product.

Green Tick

Visual Attention Analysis – A.I. based Predictive Eye-Tracking analysis system designed to help optimise your packaging in-store and online

Pink Tick

Heatmaps – Understand where the attention is being drawn towards your packaging from your target audience

Green Tick

Virtual Shopping – ‘Flash’ test amongst rivals for a competitive feel and understanding of how recognisable your product is

Pink Tick

Shelf Test – Predict how your packaging stands up next to your rivals in a realistic shopper experience

Green Tick

7 Key Drivers – Measure performance on 7 KPIs including Fluency, Clarity, Impact, Fascination, Affinity, Design and Action

Pink Tick

PackProbe Lite – For a quick and faster turn-around and lower cost

Meet Our Packaging Experts

Alex Brown Head of Operations Vision One
Alex Brown

Director of Insights

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Tony Lewis CEO Vision One
Tony Lewis

CEO, Author (MMRS, FCIM)

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Helen Mole Senior Account Executive Vision One
Helen Mole

Senior Account Executive

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PackProbe Testimonials

“Vision One were excellent to work with throughout the process. They understood our brand and its needs and took on feedback to make changes where necessary. We’re very happy with the level of insight gained.”

Salcombe Gin

“Absolutely no dislikes. Vision One is diligent from beginning to end on all projects that have undertaken with us. They take the time to learn about our products and solutions and markets. Vision One are known at Pitney Bowes globally as an extension to our European Marketing Team rather than a vendor/supplier who is providing a service.”

Pitney Bowes Logo

“Working with Vision One was a brand new partnership for us this year, but we were impressed from the very start with their collaboration, support and professionalism in helping us to develop our B2B satisfaction survey.”

NotOnTheHighStreet Logo

“Vision One deliver what we need. They have a friendly but efficient approach to the projects and are flexible and agile enough to respond to our changing needs. From the initial contact through to the presentation and feedback of research projects, Vision One do not disappoint”

Premier Paper Logo

“Vision One were an absolute pleasure to work with and I would highly recommend them to anyone looking for a strategic thinking market research agency. They had great client relations, always keeping you informed on the progress of your research project, they bought creative ideas to the table, and delivered on the strategic insight we needed.”

Domino Jewellery

It was a pleasure to work with everyone at Vision One, they truly felt like an extension of my own team, and they made what could have been an extremely stressful project feel safe and in control – for that I cannot thank them enough.

Fair For You

“Vision One were extremely professional, approachable and knowledgeable. Vision One offered expertise and insights into market research which we did not have in our organisation. This enabled us as a team to effectively deliver the project to the government client.”


“Thanks to Vision One’s support, the client’s prototype was validated and improved. Throughout the engagement, the team communicated regularly with the client and conducted weekly meetings to share their progress. They went above and beyond to understand and realize the client’s objective.”

Civica Logo

“It’s great that we had direct access to a market research expert such as Vision One’s Managing Director throughout the project, something we weren’t convinced we’d get from the large global business.”


“I just want to say thank you so much for the brilliant presentation yesterday. The work you’ve done has really hit home, which will make a massive difference to our work. We’re really grateful!”

Prince's Trust


If you are curious to know more about how we could work together, or how our insights can grow your business, then please give call us on 0203 693 3150 or use the contact button below.


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