Nielsen Extends Marketing Effectiveness Expertise to Package Design
The tool is designed to help marketers significantly improve the in-market effectiveness of package design.
Nielsen, a leading global provider of information and insights into what consumers watch and buy, announces the launch of Nielsen Design Navigator, a creative enablement tool that helps marketers significantly improve the in-market effectiveness of package design. With this launch, Nielsen brings its leadership in marketing effectiveness, innovation forecasting and in-market success to the package design arena.
According to industry data, as much as 90 percent of new package designs fail to deliver a measurable sales increase — and 50 percent of in-market designs actually hurt brand equity. Key to addressing these challenges is Nielsen Design Navigator, which draws on patented technologies developed by recently acquired Affinnova. Nielsen Design Navigator solves the central issues of the current design process by enabling brands and designers to explore a much broader range of early stage design concepts and objectively assessing them based on visual stand out, consumer preference and brand equity. These consumer-driven analytics provide unprecedented clarity for marketers, helping them identify design routes that will have the largest brand and financial impact.