Pack Development & Testing

Develop packaging that builds desire for your products, drives incremental sales, and gets your brand noticed.

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Our pack testing suite helps you create, screen and validate winning packaging that stands out, engages consumers and drives growth. It uses the latest virtual reality technology and Type 1 thinking to replicate life-like shopping environments, in store and online.

Key features


Put people at the heart of pack design to develop packaging that meets their functional, emotional and social needs.

Reflecting reality

Test packs in one of 150 realistic, life-like virtual stores to replicate real shopping experiences, in store or online.

Fast, cost-efficient and scalable

Get global scale, with results delivered on an interactive dashboard and advice from innovation and commerce experts.

More information

Our PackEvaluate suite helps you identify winning designs and optimize new and redesigned packaging.

The screening module helps you test and optimize your packs quickly and cost effectively. Get results quickly with Kantar Marketplace, the automated research platform for marketers who want to test, learn and move faster.

The more in-depth validation module captures the consumers’ whole experience with behavioral and implicit metrics and pioneering virtual reality to replicate the instore and ecommerce environments. It provides an accurate understanding of pack engagement and the impact it will have on sales.

It answers the following questions:

  • Which new pack or redesign will stand out?
  • Which pack formats will work best in a new market or commerce channel?
  • How can I optimize a new pack, or refresh an existing one to grow my portfolio?
  • How will my pack perform in a real-life context?
  • How can I make my packaging more attractive?

Innovation and product development on Kantar Marketplace 

Propel business growth with agile consumer feedback solutions built for each stage of the innovation and product development lifecycle.
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