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包装研究方案
洞察货架上消费者的所见与所选
包装研究有助于品牌了解消费者在货架上会注意到什么、忽略什么以及选择什么。借助眼动追踪技术，研究人员能够在真实的购物环境中测量消费者的注意力、包装的可见度以及包装的表现。
揭示驱动货架影响力的洞察
眼动追踪揭示视觉注意力的瞬间变化，这些变化决定了哪些包装能够脱颖而出、与消费者产生共鸣并影响购买决策。
- 75%
的消费者在几秒钟内就做出购买决定，且这一决定往往仅基于包装。
- 68%
的包装设计未能有效传达关键产品信息。
- 60%
的包装测试依赖于调查问卷或焦点小组，而这些方法可能无法真实反映消费者的实际行为。
什么是包装研究？
包装研究是对消费者在真实购物环境中如何与产品包装进行互动展开研究的过程。它能帮助品牌了解哪些元素能吸引注意力、传递价值并影响购买决策。
与依赖消费者回忆的传统调查不同，眼动追踪等行为研究方法能精准揭示消费者在货架前或线上选购产品时，究竟注意到了什么、忽略了什么以及考虑了哪些因素。
观看演示视频，了解更多信息。
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眼动追踪在包装设计研究中的优势
眼动追踪技术帮助品牌方了解货架陈列位置、包装设计及视觉提示如何影响消费者的注意力与购买决策。
包装优化
了解消费者如何审视与评估包装设计，以优化包装并促进购买决策。
测量消费者的注意
观察消费者如何与包装进行视觉互动，以及在拥挤货架上哪些设计元素能吸引他们的注意。
包装的A/B 测试
眼动追踪可实现快速包装设计测试，助力团队在产品上市前对比设计方案，并确定表现最佳的包装。
分析商品的货架影响力
所收集的数据可揭示包装相对于竞争对手的表现——衡量货架关注度、产品可见性及消费者互动情况。
购途洞察
眼动追踪揭示包装如何影响买家行为，并在真实购物环境中引导购买决策。
您的专属洞察
穿戴式眼动追踪技术
穿戴式眼动仪可实时捕捉消费者的视线轨迹，揭示哪些设计更易被注意到、消费者如何浏览货架，以及哪些因素影响其购买决策——为优化包装性能提供客观依据。
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Tobii Insight
您想开展更全面的研究项目或执行店内研究吗？我们的研究咨询服务团队Tobii Insight可以帮您执行完整的研究项目，包括被试招募，以及研究设计和分析。这对于那些希望在商店环境中测试包装或探索卖点促销材料的有效性的研究是最理想的选择。
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备受顶尖企业与品牌信赖
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Incorporating eye tracking into our flagship PACKMASTER tool is key to our proposition that places more emphasis on measuring performance rather than relying on asking people what they think. Eye tracking allows us to gain an extra layer of human understanding to better pinpoint potential weaknesses and help our clients optimize their packaging prior to launch.
Chris Peach
Head of Packaging & Design, Walnut Unlimited
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Being able to test the visual performance of our packaging designs means that we give our clients a competitive edge from the outset.
Carlos Alves
PACKAGING DESIGNER, LOGOPLASTE INNOVATION LAB
Using eye tracking gives you the opportunity to look through the consumer’s eyes, so instead of only listening to an opinion we now see the analysis…and when we need a specific answer to a question, we use a lot of eye tracking because eyes don’t lie.
Jeroen van der Kallen
Customer Insight and Innovation Manager Europe, Unilever
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The eye tracking study scientifically proved that Mondahmin's eye-catching stickers were seen by customers, and we were able to make effective suggestions. Tobii products are highly usable, and we found Tobii Pro Lab to be a particularly reliable software.
Insight Marketing chief
Earth Corporation
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Incorporating eye tracking into our flagship PACKMASTER tool is key to our proposition that places more emphasis on measuring performance rather than relying on asking people what they think. Eye tracking allows us to gain an extra layer of human understanding to better pinpoint potential weaknesses and help our clients optimize their packaging prior to launch.
Chris Peach
Head of Packaging & Design, Walnut Unlimited
Being able to test the visual performance of our packaging designs means that we give our clients a competitive edge from the outset.
Carlos Alves
PACKAGING DESIGNER, LOGOPLASTE INNOVATION LAB
Using eye tracking gives you the opportunity to look through the consumer’s eyes, so instead of only listening to an opinion we now see the analysis…and when we need a specific answer to a question, we use a lot of eye tracking because eyes don’t lie.
Jeroen van der Kallen
Customer Insight and Innovation Manager Europe, Unilever
The eye tracking study scientifically proved that Mondahmin's eye-catching stickers were seen by customers, and we were able to make effective suggestions. Tobii products are highly usable, and we found Tobii Pro Lab to be a particularly reliable software.
Insight Marketing chief
Earth Corporation
深入探索包装研究
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包装设计评估
如何设计出在货架上脱颖而出的包装
如何分析不同包装设计的影响
如何通过有效的信息传达和设计提升可见性
关键信息与沟通内容是否被注意到或遭忽视
包装研究常见问题解答
我们的团队在执行有效的包装研究方面的专业知识和经验方面有着深厚的积累。
和我们聊一聊您的研究期望吧。