febelmar neuro event haystack october 8 2015
TRANSCRIPT
Measuring the Impact of
Packaging with Neuroscience
Febelmar neuro event
October 8th, 2015
Nele Van der Elst
Conscious
Unconscious
20.000 - 30.000 SKU’S & shelf edge labels
26 min average shopping trip
10.000 pieces of other POSM
Overload of visual information
<1% of products
is bought per
year by a HH
Find the red heart
Did everyone
find the red
heart?
Can anyone tell
me where the
green diamonds
were?
The brain deselects before selecting
How we see a retailer shelf
In peripheral vision, packs are similar
Focus on/around products
Product
Shelf Edge + shelf labels
Hanging signs: negligible
Floor stickers: negligible
80% of the shoppers read only front of pack
Most
shoppers buy
the product
they FIRST
interact with
Brand must stand out !
Pack is KING
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
Integrate unconsciousness in research
Set-up & approach
All routes equally grab attention
Current Route 1 Route 2
Instant attraction
3 sec.
Total attraction
15 sec.
Route 2 attracts 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 engages positively with shoppers and activates them
Current ROUTE 1 ROUTE 2
Engagement
Activation
BEST PERFORMER
Route 2 has strong communication power
Creative packaging
design
Appealingpictures
Made with high quality ingredients
Good for social
moments
Makes youfeel
special
Real deal(origin)
Smooth & creamytexture
Relevant flavours
Rich & full taste
Best brandin category
Co
mm
un
ica
tes
ROUTE 2ROUTE 1CURRENT
No claimed behaviour
Real emotional appeal
Positive subconscious engagement
Level of subconscious activation
Level of attention grabbing
A wise man’s words
Not everything that can be counted counts, and not everything that counts can be counted.
Albert Einstein
Always looking to improve our understanding
of the unconscious shopper!
Nele Van der Elst
Research Director
0032 486 22 50 40
@Nele_haystack