Burgess Pet Food
Diagnostic, design testing research
Burgess were looking to re-focus their pet-food range around their core brand, reducing the emphasis on its variety of sub-brands and to modernise the brand presentation.
But these sub-brands were believed to have a core loyal following that the business was eager to retain…
“How can we be sure that changing our pack design won’t alienate current loyal consumers?”
We needed a methodology that would deliver both qualitative insight into how the new design was communicating and an element of more quantitative diagnostics to evidence its appeal.
Our online research platform enables us to capture detailed postings and to use heat-mapping technology to identify key pack communication components.
WHAT DID WE DO?
We conducted a week-long forum with a panel of 50 pet owners who were buying Burgess dog, cat and small animal foods.
Respondents were shown new pack designs in a shelf-fixture context, and then asked to comment in detail on the design components.
“I just find the whole packaging idea much simpler but more effective , I think it would stand out and be easier to notice”
‘MARKUP’ : THE IDEAL DIAGNOSTIC TOOL:
The ‘MarkUp’ tool allows respondents to highlight aspects of a visual image that they find interesting or appealing (or that they hate!)
The comments that are logged alongside their MarkUp ‘pin’ tells us the reasons for this
The heat-map graphically illustrates the most important components of the design
A strong endorsement of the new design approach and greater prominence to the Burgess brand, providing the business with the confidence to proceed to re-launch their range.