1. GETTING INTO THE REAL
WORLD OF THE SHOPPER
Ludovic Depoortere- ROGIL
MANAGING DIRECTOR
2.
3.
4.
5. Image of first 7 seconds in category detergents
Focus on Contrast Points
Source: Rogil eyetracking study in detergent category -Gaze opacity for one scenario at 7 sec
6. BASIC FEELINGS BEHAVIOURAL REFLECTION
UNCONSCIOUS UNCONSCIOUS CONSCIOUS
FIGHT OR FLIGHT TAKE/ADAPT ACTION PROVIDE REASONING
NEO CORTEX
LIMBIC SYSTEM RATIONAL
EMOTIONAL
OLDEST BRAIN
VISUAL SENSORIAL
13. CURRENT TEST
DESIGN DESIGN
UK UK
confidential
ALPRO CASE
Drastically modernizing the Alpro Flagship Plain soy Milk
14. Eye Tracking measures showed improved impact
UK NL BE DE ES
BETTER OR AT PARITY
LESS ATTENTION TO
RANGE BETTER
BETTER OR AT PARITY
BETTER MORE TIME NEEDED BETTER
BETTER MORE INCORRECT RETRIEVALS BETTER
15. Verbal measures indicated issues on trial and decreased
key brand values health, nutrition and quality
UK NL BE DE ES
WORSE FOR SOME COUNTRIES AT PARITY
BETTER OR AT PARITY
WORSE FOR SOME COUNTRIES AT PARITY
BETTER OR AT PARITY
16. Test design
LAUNCHED
CURRENT DESIGN UK
DESIGN UK
ALPRO CASE
‘In between’ design to improve brand key values and trial
21. Brand signature ‘Danone’ logo
leverages on attraction
% Participants with focus on Belorigine 71%
B 57%
Number of fixations on 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. Maximize Shelf Space Have a contrasting pack
32 facings
9 facings
% attention
% shelf space 15%
8%
19%
= 2.04
18%
= 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)
