brain shopper conference – measuring the impact of packaging with neuroscience
TRANSCRIPT
Measuring the Impact of
Packaging with Neuroscience
Iris Cremers Wim Hamaekers
#shopperbrain #haystackint @wim_haystack
20.000 - 30.000 SKU’S in NL
A store is an extremely complex environment for shopper brains
26 minutes average shopping trip in NL
Overload of visual information
unique
products are
bought per
year by an
avg HH
#
< 300
Source: Haystack
THE BRAIN DESELECTS BEFORE SELECTING
An existing coding in your memory helps you
quickly recognize the object you are looking for
Shoppers on a planned mission do the same
thing by deselecting what is not relevant to them
Pack design research – TOP TIPS
BE CAREFUL WITH REDESIGN
=> No revolution
NEVER TEST IN ISOLATION
=> Use shopper / store context
4 IAT
Are the different elements
communicating the right
message?
UNDERSTAND
2 EEG
Do these elements evoke
positive, neutral or negative
emotional engagement?
ENGAGEMENT
3 GSR
Do these elements provoke
physical activation?
ACTIVATION
1 EYE-TRACKING
What elements draw most
attention and which elements are
hardly seen?
WHAT
Mix traditional tools with biometrics & implicit research tools
Route 2 engage positively with shoppers and activate them
Current ROUTE 1 ROUTE 2
Engagement
Activation
BEST PERFORMER
Current Route 1 Route 2 Current Route 1 Route 2
Area of Interest Engagement Activation
Hertog Total
SKU 1
SKU 2
SKU 3
SKU 4
Neuro reveals small differences between SKU’s
Current Route 1 Route 2
Engagement
Activation
Instant attraction
3 sec. 100 97 97
Total attraction
15 sec. 100 97 97
Same shelf impact however 2 route clearly engages better
EQUAL
BETWEEN
ROUTES
Route 2 attracts most shoppers faster
0
10
20
30
40
50
60
70
3 sec 5 sec 7 sec 10 sec 15 sec
ROUTE 2
ROUTE 1
CURRENT
Route 2 stands out, strong communication power!
-0,20
0,00
0,20
0,40
0,60
0,80
1,00
Co
mm
un
ica
tes
ROUTE 2ROUTE 1CURRENT
A B C D E F G H I J
How emotag works
Indulgent
Clear
contrast
Brand nameTasty
Respondents can tag elements they like in the
stimulus and elements they dislike in the stimulus.
For each tag, they are asked to leave an explanation
on what exactly they like or dislike about it.
Dark brown
not appealing
Variant not clear
Route 2 received more positive comments
Pack element 1
Pack element 2
Pack element 3
Pack element 4
Pack element 5
Pack element 6
ROUTE 2
ROUTE 1
What did we learn?
Indication for best design route
Emotional appeal
Stand out from shelf
Level of engagement and activation per design route
What does the pack communicate and what not
=> Explicit areas of pack improvement
=> Choose winning concept to launch
4. Counter verbal measures with neuro
SHOPPERS TEND TO BE RESISTANT TO ACCEPT CHANGE
Lower
purchase
intent &
appreciation(verbal
measures)
Higher
consideration
new pack (eye tracking
measures)
General learnings pack
Be seen! Differentiation is key: use contrast
Guide the shopper – remember the intuitive shopper (habits)
Try to capture mind AND heart: be engaging
Implicit cues are always good to support your message
Limit the number of claims on pack
It’s not a beauty contest – The norm = the competition
What’s NEW in what we learned?
Real emotional appeal
Level of sub-conscious engagement on specific areas
Level of sub-conscious activation
=> No claimed behaviour
Future
Further exploration to understand sub-conscious behaviour
Low n needed to be quantitative
Concrete output
Combine with qualitative research
Point of Sales touch points
A wise man’s words
“Not everything that can be counted
counts,
and not everything that counts can be
counted”
Albert Einstein
Our quest is to understand
the unconscious shopper brain better!
Iris CremersEU Shopper Insight Manager
Unilever
Wim HamaekersManaging Partner