Elements such as label, color scheme, logo, name, design, shape, size, opening, etc. are the stimuli that are systematically varied to create package concepts. MJI's Concept Optimizer is a proprietary tool that you receive at completion of the study. If children can read the elements being tested, they can participate. Children as young as 8 have participated. IdeaMap can accommodate up to 300 elements.
Elements can be text, pictures or videos.
Typically 1 or 2 questions are asked per concept in a 30 minute interview covering multiple concepts. More questions can be asked, but the interview will be longer. Final elements would be submitted approximately 2 weeks prior to fielding. Fielding usually takes 1-2 days. A topline summary, consisting of all the study numbers but no written analyses, is available 1 week after fielding.