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| For those research companies not familiar with this area of consumer research, the technique includes the photographing of each test pack design, together with a number of competitive brands, in a shelf display scenario. A series of colour slides is produced in which the location of the test pack, set amongst its competitors, is changed for each slide. These slides are then shown to groups of respondents utilising the tachistoscope/projector combination. The time taken by each respondent to recognise the test pack is recorded, making it possible to measure the ability of a pack design to 'stand out' amongst or compared with its competitors. The equipment is easily transported and designed for easy setup and use by interviewers at temporary hall locations. |
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