CPG Shelf Impact Study: Pack Findability & Claim Evaluation

Welcome! This brief survey ( 13 minutes) asks about your impressions of a product displayed on a simulated store shelf. There are no right or wrong answers—we are interested in your honest opinions based on what you see and your shopping experience. Your responses are confidential, will be reported only in aggregate, and are used for internal research purposes. Participation is voluntary, and you may stop at any time.

Which of the following best describes your role in household grocery shopping?

• I am the primary grocery shopper
• I share the grocery shopping responsibility
• Someone else does most of the grocery shopping

Please take a moment to look at the shelf image below. Imagine you are browsing this aisle during a typical shopping trip. When you are ready, continue to the next page. [Insert shelf stimulus image here]

Thinking about [Product X], did you notice it on the shelf?

• Yes, immediately
• Yes, after some scanning
• No, I did not notice it

Please rank the following pack elements in the order you noticed them (drag the first element you noticed to the top).

1. Brand name
2. Pack colors
3. Claim text/badge
4. Imagery/icons
5. Pack shape/format
6. Price/offer tag

In one sentence, what was the main claim or message you took away from the [Product X] pack?

Based on its packaging and position on the shelf, which price tier does [Product X] appear to belong to?

• Budget/value
• Mid-range
• Premium

In a few words, what most made [Product X] stand out or blend in on the shelf?

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

Thank you for your time! Your feedback helps us understand how packaging performs on the shelf. Your responses have been recorded.

Where do you usually buy products in this category? (Select all that apply.)

• Supermarket/grocery store
• Mass retailer (e.g., big-box store)
• Club/warehouse store
• Drugstore/pharmacy
• Convenience store
• Online retailer
• Local/specialty shop
• Other (please specify)

Approximately how long did it take you to spot [Product X] on the shelf?

• Less than 2 seconds
• 2–5 seconds
• 6–10 seconds
• 11–20 seconds
• More than 20 seconds
• I did not spot it

How much did [Product X] stand out visually compared with the other products on the shelf?

How clear was the main claim displayed on the [Product X] pack?

How likely or unlikely are you to consider buying [Product X] on your next shopping trip?

We would like to explore your shelf experience in a bit more depth. An AI moderator will ask you a couple of brief follow-up questions based on your earlier responses.

How do you describe your gender?

• Woman
• Man
• Non-binary
• Prefer to self-describe
• Prefer not to say

How familiar are you with products in this category?

What, if anything, made it difficult to notice [Product X]? (Select all that apply.)

• Nothing—it was easy to spot
• The shelf looked crowded
• Colors blended with nearby products
• Brand name was too small
• Claim or text was not visible
• Shape/format looked similar to others
• I looked in the wrong area
• I am unfamiliar with this pack
• Lighting or contrast seemed low
• Other (please specify)

If you could change one thing about the pack to improve how easily it is found on the shelf, which would you choose?

• Make brand name larger
• Increase color contrast
• Move claim to top/front of pack
• Clarify claim wording
• Use stronger imagery/icons
• Add a price/offer tag
• Other (please specify)

How relevant was the main claim to your needs in this category?

Based on your responses in this survey, please share any additional thoughts or comments about the shelf experience or the [Product X] pack.

In which country or region do you currently live?

In the past 3 months, how often have you bought products in this category?

• More than once a week
• About once a week
• 2–3 times per month
• About once a month
• Less often
• Never in the past 3 months

Overall, how easy or difficult was it to spot [Product X] on the shelf?

If you selected 'Other' above, please briefly describe the change you have in mind.

How believable or unbelievable did the main claim on [Product X] feel to you?

What is the highest level of education you have completed?

• Less than high school
• High school diploma/GED
• Some college/Associate degree
• Bachelor's degree
• Postgraduate degree
• Prefer not to say

What is your current employment status?

• Full-time
• Part-time
• Self-employed
• Homemaker
• Student
• Unemployed and looking
• Not working by choice
• Retired
• Prefer not to say