The qual and quant hybrid tool is intended to help clients to “assess packaging online and maximise brand presence in e-commerce environments”.

A combination of observation, eye-tracking techniques and respondent interviews, the approach allows shoppers to navigate replicated online stores in different shopping scenarios. It has been designed to help clients to better understand a range of e-commerce issues, including site navigation, brand communication effectiveness and optimising packaging in online retail environments.

“We’re delighted to launch this new methodology for e-commerce,” said Herve Turpault, managing director Europe of PRS. “It’s no secret that a huge amount of money is being spent through e-commerce channels. However, as our studies have shown, packaging still plays a vital part in the purchase process, and expectations from consumers are very high.

“Our new evaluation tool will allow our clients to ensure they can evaluate and improve performance in the e-tailing sector with the same effectiveness that we help them in bricks and mortar environments.”