In a pack screener test, we test multiple design routes to identify the best match with the concept. We measure to what extent each of the packaging prototypes conveys the concept’s proposition, claims and promises, using three different techniques:
• Max diff approach: the respondent indicates which prototype best matches the promise.
• Slider technique: the respondent selects the pack that best communicates the promise.
• E Priming: measurement of the fit and the response time needed to match a prototype with a promise.