Sonar offers comprehensive testing solutions to optimize each step of the package design process, from before the first design is even drawn, to PRS-readiness, and all the way through final graphics evaluation.
Pack-DECODE: Pre-Design research to guide early stage creative development
A proprietary quant platform that interprets and structures the lexicon of the competitive landscape as shoppers perceive it.
Drives an optimized design process AND saves your team time from brief to final.
Pack-SCREENER: Early stage research to prioritize multiple early designs
Provides objective consumer feedback to the design prioritization process.
Determines which designs best articulate your brand's story.
Decodes the category's package language of images, colors and words used to cue perceptions and emotions.
Insights into how designs can be improved.
Pack-CHECK: The Pre-PRS research methodology
Can ensure that the new design is likely to "win" in PRS while adding as little as two weeks to the schedule.
Also functions as a cost-effective disaster check for packages that cannot go into PRS.
Sheds light on whether the package meets design objectives
Factors in direct exposure, used for diagnostics
Retailer & Shopper Insights
Retailer & Shopper Insights
We can help integrate your strategic learnings into your tactical execution. Combining brand knowledge with consumer input, we can ensure that your programs not only appeal to consumers, but also deliver on the larger strategic objectives.
Example projects include:
Consumer Decision Hierarchy
Brand Positioning
Pricing
Packaging Impact
Portfolio Messaging
Product Shelving Optimization
Consumer Understanding
Consumer Understanding
We deliver the voice of the consumer at the strategic and tactical level. Strategic projects identify the consumer behaviors, attitudes and needs necessary for consumer targeting, brand strategy and innovation. We also support tactical initiatives including marketing communications, promotions development and pricing.
Example projects include:
Consumer Segmentation
Needs Mapping
Market Sizing
Macro Trends
Category Strategy
Category Strategy
Providing marketers with a holistic view of the category, this research is often the foundation for all other areas. These projects are used to develop long-term brand strategy, including brand positioning, white space analysis, and innovation identification. They are also used to form a common category understanding among marketing teams and their partners, creating a single construct and language.
Example projects include:
Category Dynamics
Market Structure
Market Sizing
SWOT Workshops
CAT 101
Services
Portfolio
Brand Understanding & Development
Brand Understanding & Development
Whether you are looking to create a new brand, reposition an existing brand or optimize your current positioning, we believe every brand position must be relevant, unique and obtainable. Leveraging this philosophy, we built tools to understand your brand's role in the category and what it could and should be in the future.
Example projects include:
Brand Positioning Strategy
Brand Essence Exploration
Brand Restage
Brand Equity Tracking
Brand Power
Problem Detection
Product Testing
Product Testing
Sonar offers comprehensive product testing solutions to optimize each stage of product development, from identifying white space, to new product launch, and all the way through to enhancements for established products.
Our platform of product testing methodologies:
Consumer Experience:
Best-in-class product testing protocols combined with state-of-the art analytics
Uses: New product launch, Product enhancements, Value engineering
In-Home Deep Dive:
Tracks the consumer purchase and usage journey. Also includes qualitative texture via audio, video or LVIs.
Uses: New product launch, New product opportunities, Consumer understanding
Innovation Understanding:
Identifies innovation opportunities from both purchase and usage perspectives. Informs where to focus for product improvement, and how to communicate to customers.
Uses: White space identification, New product opportunities, Feature calibration
These projects guide the innovation process, from understanding consumer needs and trends to creative ideation and finally concept development, screening and testing. We provide an integrated approach, which includes utilizing the many talents and varied perspectives of marketing, insights, R&D and creative agencies, to ensure a solution that has strong market potential and is right for your company. We support all of the traditional tools and offer several unique approaches, including Innovation Week—a compressed, integrated innovation experience.
Example projects include: