Implicit Testing of Product, Pack and Brand

Challenge

To understand the personality of a new launch into the confectionery gifting sector.

Solution

Combining implicit emotional profiling with traditional liking measures reveals the consumer’s connection with the brand, pack and product elements of this chocolate gift.

Outcome

The branded pack was highly liked and projected the attributes modern, desirable and generous. However, this personality was not reinforced by the wrappers or by the product. So whilst the chocolates themselves also performed strongly, they projected stronger fun and sharing attributes.

The pack design was re-worked to be more aligned with the chocolate and wrapper attributes and the product successfully launched as an everyday treat and gift for young people.