Why is bundle testing more effective than testing attributes separately?

• Holistic insight: A product’s packaging, name, and messaging all contribute to its story. Separate tests may identify winning elements in isolation but miss how they interact when seen together.
• Consumer realism: Shoppers judge based on integrated cues. A claim that works well with a certain name might flop when paired with a different pack design.
• More strategic outcomes: Bundling reveals which combinations drive preference, purchase intent, and emotional connection – guiding better creative and marketing decisions.

When should you consider a combined pack name claims test?

• You’re launching or repositioning a product
• You need to understand the total consumer impression
• You’re making multiple creative decisions at once (e.g., new brand, updated message, packaging refresh)
• Your team wants faster, more efficient research outputs

Start with a clear objective

Select your key variables

• Product Name – Is it unique, memorable, and aligned with the brand?
• Packaging Design – How does the visual style influence perception or emotional appeal?
• Claims or Messaging – Do they clearly communicate product benefits or differentiate from competitors?

Use monadic or sequential monadic testing

Incorporate behavioral and attitudinal metrics

• Purchase intent
• Brand fit
• Uniqueness or distinctiveness
• Emotional appeal
• Clarity of message or benefit

Leverage tools like TURF or MaxDiff for optimization

Bring in expert insight when needed

Tips for Creating Strong Test Bundles and Variants

Creating compelling test bundles that combine packaging, product name, and claims means you’re evaluating how real consumers respond to a complete concept – not isolated parts. This is what makes integrated pack name claims combination research so powerful within platforms like AYTM. However, the quality of your results strongly depends on how thoughtfully these bundles are constructed.

Start with consumer understanding

Before selecting elements to test, make sure you’re grounded in what your audience values. What problems are they trying to solve? What product formats and messages are already familiar to them? Gathering even a small amount of qualitative insight or secondary data can help match language tone and design styles to real consumer preferences.

Limit the number of variables

While it's tempting to test every possible combination of pack design, name, and claims, more is not always better. The more variants you include, the harder it is to isolate what’s driving performance. Start small with your most promising attributes and build from there.

• Test 3–5 bundles instead of 8–10
• Use distinct differences between bundles (don’t just tweak logos or flip one word in a claim)
• Make sure each bundle reflects a credible market-ready product (your consumer should believe it exists)

Keep naming and claims aligned with the packaging

All elements in a bundle should work together. For example, a sleek minimalist package likely pairs best with a modern, concise name and a focused claim. A more vibrant, family-friendly design might be better complemented by an engaging name and a supportive tone in claims.

Use efficient tools like AYTM’s monadic or sequential monadic testing

These market research tests allow each respondent to evaluate one bundle or see multiple concepts in sequence, keeping your research simple while yielding actionable insights. Combined with intelligent branching logic, these tools can offer deeper insights while maintaining user attention.

A fictional example: Let’s say you're launching an organic snack bar. One bundle might feature a kraft paper-inspired package, the name “Earth Crisp,” and the claim “100% Real Ingredients, Zero Compromise.” Another might have a modern teal design, the name “BetterFuel,” and the claim “Only 5g of Sugar — Energy You Can Feel.” Testing these together will reveal which set earns greater appeal, credibility, and purchase intent.

Strong bundles balance creativity with discipline. The goal is to uncover which bundle of pack, name, and claims truly resonates with consumers – not just what performs best in isolation.

Analyzing the Results: What Combination Performs Best?

Once your pack, name, and claims combinations have been tested using AYTM, it’s time to make sense of the data. This is where integrated testing for product development turns into strategic decision-making. The AYTM platform offers intuitive dashboards and visualizations, but interpreting the findings goes beyond surface-level scores.

Focus on key metrics first

For most teams, you’ll want to narrow in on a few key indicators:

• Purchase intent – Do consumers say they’d buy this bundle?
• Appeal – How much do they like the overall concept?
• Relevance and differentiation – Does it stand out in the category?
• Claim believability – Are your messages credible and motivating?

These measures will help highlight which combinations are attracting the right attention – and which might need refining before going to market.

Look beyond the best-scoring variant

Often, one bundle will appear to “win” across metrics, but understanding why it won can be more valuable. Use heatmaps, open-ends, and time-on-screen data (all available within AYTM’s DIY research platform) to explore what caught respondents’ eyes or caused confusion. It's not just about which bundle scores highest – it's about what makes it work.

Segment your audiences

Segmented views allow you to break data down by different consumer groups: age, usage patterns, geography, or more. A bundle that performs well among younger urban consumers may not resonate in other segments. Bundle concept testing using AYTM makes it easy to apply filters and compare how different audiences react.

Apply findings within context

Consumer research tools are most powerful when insights are put in context with other business data – such as marketing budgets, brand positioning, or distribution strategies. That’s why many teams use their market research tests as directional guidance rather than absolute answers.

In practice, if a fictional sports drink test shows one bundle driving strong purchase intent but weaker differentiation, your team may choose to refine the message rather than abandon the concept altogether. The goal is not only to find the “best” concept – it’s to arrive at the most resilient, brand-right solution with the greatest chance of success in-market.

How On Demand Talent Helps Elevate Your DIY Testing

DIY research platforms like AYTM are making it easier than ever for brands to test product messaging, pack design, and naming ideas quickly. But when speed and scale are the goals, teams often face a familiar challenge: how to maintain research quality and strategic focus. That’s where SIVO’s On Demand Talent makes the difference.

On Demand Talent connects you with experienced consumer insights experts who can help you get the most out of your DIY platform investment – without adding full-time headcount. These professionals are not freelancers or general consultants. They are skilled strategists, researchers, and analysts who specialize in packaging and name testing, message research, and market testing across multiple attributes.

Why leading brands turn to On Demand Talent

• Technical expertise – Our professionals know the ins and outs of AYTM and other DIY research platforms, helping you structure tests correctly from the start.
• Strategic guidance – Beyond execution, they offer input on which combinations to test so research stays grounded in business goals.
• Efficiency at scale – Support is flexible, so you can scale your team up or down as needed – no lengthy hiring cycles or onboarding delays.
• Built-in upskilling – Our experts often become mentors to internal teams, helping build long-term research capabilities for your organization.

Let’s say you’re a mid-size CPG brand with an upcoming product launch. You want to run a multi-attribute concept test – but your internal team is already maxed out. Bringing in an On Demand Talent professional allows you to keep timelines on track while ensuring the test design, bundling approach, and data interpretation align with high-quality market research standards.

With On Demand Talent, you get more than just an extra set of hands – you gain a strategic partner who elevates your research from operational to transformational. Whether you’re using AYTM, another platform, or a combination of tools, SIVO experts help maintain the human rigor that drives smarter decisions.