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You are here: opti-pack > B. Evaluating Tests

B. Evaluating Tests

  1. Who? You have to decide if you will use a professional market research company or you will educate yourself to perform the test. Our advice to you is to be present during the interview yourself because you will get so much detailed information, which is impossible for the market research company to write in a report. And after some training you are able to plan and perform a focus group well.
  2. The interview must be planed in details. This plan must be designed in a tree structure so the test persons are able to control some of the direction in the process. And at the same time you shall be in control of the process in order to include important specific subjects in the interview. The test person shall sense that he/she is in control over the direction. But you shall be in control of the whole situation being preparing new questions what ever happens.
  3. Persons in the Focus Group are always representing the market segment for the product. 6-10 persons representing typical users of the product are invited to participate in a 1-4 hours meeting. It is important that you are never dependent on only one group because you never can be sure that you have a representative situation in only one group. In order to collect information from a focus group you need only one for asking questions but also 2-4 persons to write down the answers.
  4. The start of a focus group will always be when you make the first contact. You need to give some information in order to persuade test persons to participate. But make such information as minimal as possible as: Do you use product X? If yes, would you want to participate in a focus group, where you will be given YYYY? The test persons will start the meeting with minimal information and are able to answer as impulsive as possible.
  5. Slow introduction to your optimisation is possible and you do not start with an introduction of the packaging designs you are going to assess. The start question will more be like: How are you using the product? Where do you purchasing? Do you have specific problems? If interesting matters comes up naturally you shall be prepared to follow up.
  6. Introduction of one or a few packaging can be followed after the first introduction. Questions can be like: Have you seen such packaging before? Do you like it? Why or why not? Do you have other proposals? Would you purchase such if they came on the market? Etc. Focusing on the packaging design is the scope of the test so you must proceed the interview. Your questions have to focus on the packaging performance as: Please try to open the new packaging and do you like it? Why or why not? Ask the test persons to use the product but focus your questions to the packing designs. Follow a structure in the questions by following the natural time sequence – presentation in retail shop, the packed product in the shopping basket, point of sale terminal, transport to the home, storage in home, use in home, storage after the first use, the packaging as waste etc.
  7. Optimal packaging must be determined by introducing the same packaging design made in more than one material thickness. The packaging directive does not have a demand on you for an optimal system or an optimal material choice. You "only" have to demonstrate optimal amount of packaging material in the system you already have decided. But for your own interest you can use the information for the optimal choice for yourself. It is a minimum requirement for the Directive that you by the focus group can demonstrate optimal amount of packaging material.
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