Toluna launches DIY tool to enhance package concept analysis


Digital consumer insights provider Toluna has created PowerPack, a fully automated, do-it-yourself (“DIY”) tool that provides marketers with actionable feedback on package design concepts directly from the consumers most relevant to their brand.

Effective packaging is an essential part of product marketing and sales. While general packaging trends can inform decisions, real-time insights from precise consumer segments are invaluable when determining the most effective packaging for a product both in function and aesthetics. Speed to market is critical for new package design testing, as these decisions widely impact subsequent processes, including marketing, shipping and storage.

PowerPack’s intuitive and automated survey creation process, coupled with its industry-proven methodology, empowers users to run package tests to understand the overall strengths and weaknesses of their package concepts ten times faster than traditional methods and at a fraction of the cost.

“In today’s hyper competitive marketplace, getting products to market is critical, but so is having those products in packages that grab attention and provide functional benefits to the end consumer,” said Phil Ahad, Senior Vice President, Digital Products. “We designed PowerPack to provide marketers with the easiest way to validate what their target consumers like or dislike about a packaging concept well before valuable resources are spent on production and the products land on the shelf.”

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