A true challenge for all marketers and it is to help them anticipate the real impact of their packaging on consumers that Analytica, based in Edinburgh, Scotland, has developed CogniPackaging, which is based on the expertise of Doctor Morgan David, its founder and director. It is the first neuromarketing service to optimize packaging using customer testing focused on consumer psychology and neurosciences. The challenge is to help brands develop packaging that reflects their values and claims and that are perceived as such by consumers. Neurosciences make it possible to access information that clients do not express in traditional tests and to avoid the most common psychological biases.
(Packaging Strategies, November 19th, 2020)