Expert Global Pack Testing & FMCG Insight Agency

Packaging Research

Brandspeak provides brand packaging research that supports the development of effective, category-relevant pack solutions across global markets.

We help organisations refine early ideas, understand audience expectations and align structural, visual and communication choices with broader brand and portfolio objectives.

Packaging Research?

What Is Packaging Research?

Packaging research refers to the process of gathering, analysing and interpreting market data to support evidence-based decision-making throughout packaging development.

Research may be conducted at different points in the development process to determine 'must-have' packaging features, evaluate initial packaging concepts, test packaging prototypes, and evaluate and monitor post-launch success.

Using qualitative and quantitative approaches, packaging research provides insight into how consumers notice, interpret and use packaging in real contexts.

It supports brands in improving design, clarity, usability and competitiveness, ensuring packaging performs effectively across retail, digital and in-home environments.

The Benefits of Packaging Research

Packaging research from Brandspeak delivers focused insight that supports stronger design decisions, more effective communication and better real-world product interactions.

Strengthen Shelf Standout and First Impressions

Strengthen Shelf Standout and First Impressions

It identifies the visual signals that help packs achieve faster recognition within competitive fixtures. These insights reveal which elements support quick detection and clear role understanding, enabling designs that create stronger presence across physical, digital and multi-market environments.

Improve Clarity, Comprehension And Message Delivery

Improve Clarity, Comprehension And Message Delivery

It pinpoints which communication components support instant understanding and which cause hesitation. Findings guide the prioritisation and organisation of benefits, claims and identifiers so information is delivered coherently across different formats and touchpoints.

Enhance Usability, Ergonomics And At-Home Interaction

Enhance Usability, Ergonomics And At-Home Interaction

It assesses how packaging performs during storage, opening, use and disposal. This highlights specific design factors that support or hinder everyday tasks, guiding adjustments that improve comfort, practicality and longer-term experience.

Support Confident Progression Through Development Stages

Support Confident Progression Through Development Stages

It highlights which routes have clear viability, where refinement is needed and which options should be deprioritised. These insights inform efficient investment decisions and ensure development focus remains on packaging with clear evidence of potential.

Packaging Research Methods

Brandspeak uses hall testing, in-home placement, mobile ethnography, focus groups, on-shelf diagnostics, online surveys, shopper observation and eye-tracking. These complementary approaches build a rounded understanding of visual response, interaction and usage across a variety of markets and contexts.

Focus Groups & Depth Interviews

Focus Groups & Depth Interviews

Explore audience needs, perceptions and behaviours in rich qualitative detail.

Online Communities

Online Communities

Gather deeper insight through multi-day discussions, tasks and real-world activities.

Eye-Tracking & Visual Attention Testing

Eye-Tracking & Visual Attention Testing

Reveal how audiences view and process your communications and visual assets.

Ethnography & Observational Research

Ethnography & Observational Research

Observe real-life behaviour to understand authentic actions, needs and decision-making moments.

Statistical Modelling & Data Analytics

Statistical Modelling & Data Analytics

Turn complex data into clear insight, revealing patterns, drivers and opportunities.

Online Surveys

Online Surveys

Capture robust, statistically reliable feedback to quantify attitudes and behaviours at scale.

Packaging Research Services

Brandspeak offers concept evaluation, design development research, messaging assessment, shelf performance analysis, usability testing and post-launch reviews, providing structured packaging insight across early exploration, refinement and commercial monitoring stages.

We explore initial ideas to understand how audiences interpret early design territories, naming routes, tonality and structural cues. Qualitative and quantitative feedback assesses perceived role, promise and direction, helping shape clear communication priorities and eliminate weaker pathways before further development investment.

Shelf impact testing examines how packs perform within competitive environments using behavioural observation and visual analytics. It evaluates detection, comparison and navigation patterns, revealing which elements aid standout and shopper orientation across both digital and physical fixtures in global markets.

In-home testing evaluates handling, convenience, effort and overall interaction through real-life routines. Participant feedback highlights barriers and positive design cues, supporting refinement of functional performance, structural decisions and claims development across diverse households and cultural contexts.

How to Get Your Insights

As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.

Step One

Fill in the form and click submit.

Step Two

Our team will contact you within 24 hours.

Step Three

We learn about your needs and goals and how to achieve them.

Upload a Briefing Document or RFP

Frequently Asked Questions

Find answers to common questions about our services.

Perception, communication clarity, functional interaction, shelf impact and shopper response.
Yes. We run multi-market studies with aligned frameworks and local nuance.
Yes. We evaluate understanding, trust and material expectations.
Yes. It identifies visual pathways, detection speed and navigation patterns.
Yes. We evaluate physical, digital and pre-production formats.
Yes. We assess clarity, relevance and selection influence in eCommerce environments.
Value begins at first-stage ideas and continues through launch.
Yes. We run comparative and multivariate evaluations.
Yes. We assess in-market usage, feedback and competitive response.
Most packaging studies take 3–6 weeks depending on scope.

Brandspeak in Numbers

As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.

3,000+

Focus Groups

25

Years

750+

Quantitative Studies

40

International Markets

1 Million+

Survey Participants

45

Languages Covered in Global Research

5,000+

Depth Interviews

Association for Qualitative Research (AQR)MRS Evidence Matters

Brandspeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.

Brandspeak Blogs

Read the latest trends, insights and best practices from the world of Market Research. Choose a topic below to read more.

Client Feedback

Lauren Williams

We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.

Lauren Williams

Sarah Twist – Marketing Manager

Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!

Sarah Twist – Marketing Manager

Zanya Fahy

It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!

Zanya Fahy

Georgie Burks, Brand Marketing Lead

Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.

Georgie Burks, Brand Marketing Lead

Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.

Mark Wilson

Animal Friends Insurance

We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.

Strategy & Insight Manager | Animal Friends Insurance

Tönnjes

Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.

Tom Suberg

From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

Verity Kimber

From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.

Leading life and pensions provider

It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.

DLKW

Work with Brandspeak

With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.

Get in Touch

London

+44 (0) 203 858 0052

1st Floor, 239 Kensington High St, London W8 6SN

Bristol

+44 (0) 1174 07 0187

2430 / 2440 The Quadrant, Aztec W, Bristol BS32 4AQ

Birmingham

+44 (0) 121 314 4647

The Lewis Building, Bull St, Birmingham B4 6AF