Market research agency Harris Interactive has introduced ‘PackTest Express’, a new digital research product that will allow the user to evaluate the impact and design of new packaging.

The solution has been developed to fulfil the requirements of new product development (NPD) professionals.

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Powered by Toluna’s research automation technology, PackTest Express will enable the user to adjust features, messaging, claims and price to create a combination that will increase the sales of the respective brands.

“Our automated approach enables us to scope out projects, launch them to specific target audiences, and deliver real-time results, all within the same day.”

It will also allow the user to assess the overall strengths and shortcomings of the brand’s packaging concepts faster when compared to the conventional methods.

Harris Interactive automated products vice-president Debbie Senior said: “PackTest Express is the latest in a suite of products we’re developing to fulfil a market need to optimise budget investment in high-quality, fast-working products across the development cycle.

“Our automated approach enables us to scope out projects, launch them to specific target audiences, and deliver real-time results, all within the same day.”

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The company also noted that its research and category experts will work alongside its clients to ensure complete support and utilisation of the solution.

The PackTest Express works with ‘Concept Express’, a newly introduced concept testing service that assesses new products and services before they are launched.

Both solutions use similar metrics and provide real-time dashboard reporting to facilitate quick interpretation.

Harris Interactive research head Susan Vidler said: “We’ve seen some great results with brands from various industries experiencing the power of Concept Express and now, with the introduction of PackTest Express, we’re delighted to provide a complimentary service to support the NPD cycle further.”