Usability testing has a well-known quirk. After struggling with a form for a minute, a participant often says, “It was fine, I just wasn’t paying attention.” People blame themselves for bad design, and minor friction disappears from their memory almost as soon as the task …

A pack has seconds to do its job. On a crowded shelf or a scrolling product grid, it must be noticed, recognised and understood before the shopper moves on. Most packaging research asks people afterwards what they thought. By then, the first few seconds, which …

Every product starts as an idea on a board: a name, an image, a few benefit lines and maybe a price. Concept testing asks potential customers to react to that board before the business invests in development, packaging and media. Traditional concept tests rely mainly …