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Shopper Research #Rogil
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Shopper Research #Rogil

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A shopper research approach by Rogil where we show via Heinz & Danone cases that mixing methods leads to better insights

A shopper research approach by Rogil where we show via Heinz & Danone cases that mixing methods leads to better insights

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  • 1. GETTING INTO THE REAL
    WORLD OF THE SHOPPER
    Ludovic Depoortere- ROGIL
    MANAGING DIRECTOR
  • 2. People make choices rather unconsciously than consciously
  • 3. 20,000 SKU’S
    45 min AVERAGE SHOPPING TRIP
    THEORETICAL CHANCE TO BE NOTICED:
    0,13 SECONDS
  • 4.
  • 5. Image of first 7 seconds in category detergents
    Focus on Contrast Points
    Source: Rogileyetracking study in detergent category -Gaze opacity for one scenario at 7 sec
  • 6. IT’S ALL ABOUT EMOTIONS AND SENSORY EXPERIENCES
    REFLECTION
    BASIC FEELINGS
    BEHAVIOURAL
    CONSCIOUS
    UNCONSCIOUS
    UNCONSCIOUS
    PROVIDE REASONING
    FIGHT OR FLIGHT
    TAKE/ADAPT ACTION
    NEO CORTEX
    RATIONAL
    LIMBIC SYSTEM
    EMOTIONAL
    OLDEST BRAIN
    VISUAL SENSORIAL
  • 7. Mix conventional methods with OBSERVATION
  • 8. SENS PACK METHOD
    Affective
    Processing
    Usage &
    Satisfaction
    Confrontation stimuli
    Cognitive processing
    Visibility & identification
  • 9. Is this hot spot fromfemaleor male viewers?
    MEN
    WOMEN
  • 10.
  • 11. VERBAL MEASURES
    CURRENT
    NEW PACK
    HEAVY COST SAVING
    ALTERNATIVE PACK 1
    ALTERNATIVE PACK 2
  • 12. ADD EYE TRACKING
    CURRENT
    NEW PACK
    HEAVY COST SAVING
    ALTERNATIVE PACK 1
    ALTERNATIVE PACK 2
  • 13. confidential
    CURRENT DESIGN
    UK
    TEST
    DESIGN
    UK
    ALPRO CASE
    Drasticallymodernizing the AlproFlagshipPlainsoyMilk
  • 14. Eye Trackingmeasuresshowedimprovedimpact
    UK
    NL
    BE
    DE
    ES
    Share of attention
    BETTER OR AT PARITY
    Share of attraction
    LESS ATTENTION TO RANGE
    BETTER
    Brand Block Value
    BETTER OR AT PARITY
    Search time & gaze behaviour
    BETTER
    BETTER
    MORE TIME NEEDED
    Findability - correct retrievals
    BETTER
    BETTER
    MORE INCORRECT RETRIEVALS
    AT PARITYORBETTER
  • 15. Verbal measuresindicated issues on trial and decreasedkey brand valueshealth, nutrition and quality
    UK
    NL
    BE
    DE
    ES
    QUALITATIVE & QUANTITATIVE RESEARCH:
    NEED FOR FUNCTIONAL NUTRITIVE CLAIMS TO REASSURE
    Trial
    WORSE FOR SOME COUNTRIES AT PARITY
    Emotional processing
    BETTER OR AT PARITY
    Key values ‘health – nutrition – quality’
    WORSE FOR SOME COUNTRIES AT PARITY
    Attractiveness to buy
    BETTER OR AT PARITY
  • 16. Test design
    LAUNCHED
    DESIGN UK
    CURRENT DESIGN UK
    ALPRO CASE
    ‘In between’ design to improve brand keyvalues and trial
  • 17. SARA LEE
    Modernizing Douwe Egberts Aroma Red
    CURRENT LEG
    WHITELEG
    GOLDLEG
  • 18.
  • 19. It is not a beauty contest!
    Norm = Competition
  • 20. BELORIGINE
    Impact of a brand signature in innovation.
  • 21. Brand signature ‘Danone’ logoleveragesonattraction
    71%
    57%
    % Participantswith focus on Belorigine
    B
    Number of fixationson Belorigine
    Total fixations
    36%
    34%
    Logo (a)
    Signature (b)
    But overall between both designs, the number of fixations is similar
  • 22.  Differentiation in the shop is key for A-Brands
    - In POS materials
    - In package design (implicit priming, appealing products)
    - Colour blocking - shape differentiation
  • 23. 32 facings
    % attention
    % shelf space
    19%
    18%
    15%
    8%
    Maximize Shelf Space
    Have a contrasting pack
    9 facings
    = 2.04
    = 1.03
    Share of fixations / Share of shelf space in the 7 sec. free gaze
  • 24.  Enhance ‘shopability’ to help shoppers in over choice and reduce shopper stress by - Structure in assortment (catman)
    - Consumer decision support systems – POS materials
    - Clear indication of key benefits and variants
    - Simple products and services
     Verbal evaluation not always in line with intuitive behaviour(Impact strong brands often overrated in research)
  • 25.  Face reality & get out of your meeting room to meet your consumer & shopper
     Embrace Key Brand Property and be consistent over time
    • Small changes can heavily impact intuitive behavior
    …. and keep your brand promise
    (the fastest way to kill a product = not meeting expectations)