Research Purpose - Identify a product's image based on its "on-the-shelf" package, in comparison to the competition.
Methodology – A quantititative study conducted in a face-to-face interview using purchase shelf simulation under the C.O. B. method.
Model's Advantages –

• Checks whether package design effectively conveys desired positioning to consumer.
• Uses a unique ruler with markers and numbers that frees the interviewer of rigid thinking.
• Identifies image of the package itself and in comparison to the competition or to other possible versions.
• Identifies the preferred package.