PRS IN VIVO Launches Enhanced Pack Screening Tool

Shopper and product experience consultancy PRS IN VIVO has launched of AI Pack Screener 2, an early-stage packaging design screening and optimization tool combining AI and human input from the firm's experts.

PRS IN VIVO is a BVA Group company with offices in New York, London, Paris, Geneva, Milan, Shanghai and Singapore, and applies behavioural science to help companies predict and influence consumer choice and drive brand growth.

The new tool promises agile design screening, giving accurate performance predictions across the specific KPIs that are most indicative of in-market sales. In-context behavioural data is combined with the company's Expert Assessments, and the AI output includes both 'a holistic perspective' and specific probes tailored to the client's design objectives and overall brand positioning.

The new version introduces 'Viz.AI', which combines AI with image recognition technology to allow the company to 'accurately predict on-shelf visibility and pack viewing patterns at pace'. The design of this has been extensively tested in parallel with PRS IN VIVO Eye Tracking, to confirm that Viz.AI gives brands 'a robust understanding of their on-shelf performance, in a highly agile way'. A second new feature, System 1 Sprint, provides a fully automated survey to capture immediate shopper reactions.

Innovation Director Max Zalewski says, 'With brands increasingly looking for agile insight delivery while retaining a good level of depth, the combination of Human and Artificial Intelligence really is a winner'. CEO Olivier Blanchet says the new version has been honed by continuous iterative feedback, ensuring the right balance of behaviour-based A.I with the expertise of the firm's most senior consultants, 'who have tested hundreds of packs over the years'.

Web site: www.prs-invivo-group.com .