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

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Shopper Research #Rogil

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

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