Falksalt consumer test: first impressions before launching new packaging

Consumers’ impressions can be an important indicator of value

Testing a product on the market before its launch helps avoid false starts, and lets you know what consumers think of the new product.
For example, if a company decides to change the packaging design of its product… how will this be received by customers both old and new?

As consumers are tendentially creatures of habit, will they happily accept new designs, materials and dosing systems?

For this reason, on the request of Hanson & Möhring (known on the market as Falksalt) we studied and developed a new shaker dosing system, called Bispenser. Then we put this solution to the test, doing a market test on a sample of 100 interviewees. The new carton pack would replace the classic cylindrical plastic jar the company already had on the market.

The semi-qualitative test consisted of nine closed-ended and four open-ended questions to produce data for quantitative analysis and interpretive data.

The test results: spontaneous impressions and practical perception

We asked interviewees what their first impression was when they saw the product on the shelf. Our packaging with a spout was most appreciated for its:

• practicality, size and shape that made it easier to use than others;
• nice packaging design, considered a winning, modern touch;
• easy storage, taking up less space than a cylindrical jar;
• environmentally friendly and recyclable materials.

As for the practical perception test, the company doing the market research thought it would be interesting to see whether what emerged in the preliminary phase corresponded to the impression people had when using the product in the kitchen.
Our solution scored respectively 71% and 70% for things like practical use and spout performance. In 51% of the cases, the spout with a shaker was also considered a big help in the kitchen as you could dose just the right amount of product, without wasting any of it.

Final considerations and conclusions

This new paperboard packaging with an integrated shaker designed with the future in mind was much appreciated both in “visual” and “practical” terms, also when used in the kitchen, which means there’s a high probability it will be well received by consumers.

The main reasons?

1.Versatility: the packaging with a double spout was highly appreciated, as the salt carton can be used both as a dosing system and a shaker, making it suitable for a multitude of different applications.

2. Design. The glossy carton has a winning look, but more than anything it’s strong and environmentally friendly.

3. Practicality. For many consumers it’s important the product can be easily closed and put back in the cupboard again, and also used on the table as a salt shaker.

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