WALTHAM, Mass. — Immaculate Baking Company, a Massachusetts-based producer of gourmet organic baked goods, selected Affinnova, Inc., the global leader in marketing innovation software and services, to help determine the best new package design from among 82,000 candidates.
Immaculate Baking Company offers a full line of organic cookie dough, brownie dough, buttermilk biscuits and scones. To support an expansion in distribution, the company’s marketing team undertook a package redesign and developed five alternative package design themes. However, each theme had multiple design elements that the company wanted to be able to test in different combinations, resulting in more than 82,000 potential concepts.
Immaculate Baking turned to Affinnova and its ground-breaking concept development evaluation technologies to engage consumers to determine which package designs held the most attraction. Affinnova employed its IDDEA II innovation platform to zero-in on the best packaging design concepts out of a potential field of more than 82,000. Consumers were able to review dynamically rendered choice sets and were asked to choose the package alternatives that were most appealing.
Three top concepts emerged. Each concept more effectively communicated the Immaculate Baking’s market differentiation, and consumers greatly preferred these three designs over the company’s current packaging. The design the marketing selected for the final design was seen by consumers as “different” and “vibrant”.
“Affinnova enabled us to unleash our creative process and explore literally tens of thousands of potential ideas with consumers,” said Paul Nardone, CEO of Immaculate Baking. “We selected the concept for our new packaging with a deep understanding of consumer preference and greater confidence overall.”
“It would have taken months and months of traditional testing for Immaculate Baking to wade through 82,000 alternatives, at an enormous cost,” said Waleed Al-Atraqchi, President and CEO of Affinnova. “We were able to provide more accurate and reliable results in a fraction of the time, for far less cost. This allowed Immaculate Baking to move their new packaging from the design stage to store shelves much faster, with a better outcome.”
A recent year-long study found that 64% of client initiatives tested using Affinnova’s IDDEA software produce optimized concepts that outscore their leading competitor, while pre-optimization concepts from the same initiatives bested their leading competitor only 22% of the time.
About Affinnova
Affinnova’s software and services enable marketers to develop better performing products, messaging and designs. Affinnova’s patented technology reliably identifies the concepts with the greatest market potential from an unprecedented range of options. Once identified, top concepts are then comparatively measured against relevant benchmark and competitor concepts based on consumer preference. Global Fortune 500 companies including Procter & Gamble, Unilever, Nestlé, Pfizer, Johnson & Johnson, Walmart, Microsoft, MasterCard, PepsiCo and Citibank, depend on Affinnova to deliver accelerated launch timing and higher success rates. For more information, please visit www.affinnova.com.
Source: Affinnova