OUT OF BOX EXPERIENCE
See visceral and emotional reactions first-hand as customers unbox product
If you’re unsure what the out of box experience is like for consumers, watch and learn as they open product packaging and provide unvarnished reactions to the process.
How the process works
- Identify product(s) to investigate in the study
- Work with our Research Managers to develop a research protocol to explore how to best capture out of box consumer reactions
- Recruit key audience segments (e.g. Loyalists, Casuals, Lapsed)
- Use mindswarms remote video capture to have participants provide insight on the unboxing experience, including perceptions of messaging, packaging materials, first sight of the product, and product use
Methods used
- Brand blind: in some cases, new product concepts are shipped without any branding to gauge reactions absent of any brand influence
- Pre wave: in some cases, we recommend a pre wave of perception gathering prior to having product shipped to customers’ homes
- Product use and preparation: we have shipped food products and had consumers prepare and eat product on video. We have shipped make-up to women, and had them apply it and take it off, while recording their reactions
- Packaging parallels: we have had consumers show examples of other packaging they either like or dislike to learn from other types of packaging consumers relate to
Timing and cost
- Out-of-box experience projects can take from one to four weeks or more to complete, depending on study complexity
- Typical projects involve 15-30 participants
- Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets (additional incentives may be required if travel or retail visits are required)
- Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person
- Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)
Deliverable
15 participants each answer 10 questions using the video on their smartphone or laptop. That produces 150 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).
All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences
