At the ESOMAR BEST OF - MENAP 2013 event Rogil presented relevant case studies from local and international markets on: Using Electroencephalogram (EEG), Galvanic Skin Response (GSR), implicit measures, eye tracking and verbal measures in a multi-mode research approach to gain better insight in the shoppers’ world. By adding an emotional dimension to the Sens-Pack model ©, Rogil expanded the scope of its ESOMAR 2010 award-winning paper. The Sens-Pack approach combines eye tracking with verbal quantitative and qualitative research techniques. By complementing this with biometric measures, we can capture shoppers’ emotions during the shopping trip and assess associations with certain brands and products. The holistic approach allows for better prediction of packaging and category management success. We did a follow-up study in Dubai-UAE based on a 2010 paper on integrating eye tracking and implicit measures to better understand local shoppers.

3. BEST OF
MENAP
2013
Dubai / 4-5 March

4. Gaining Better Insights in the Shoppers’
World
Using EEG, Implicit Measures, Eye Tracking and Verbal
Measures in a Multi Mode Research Approach
Wim Hamaekers, Rogil Research, Belgium
Fatima El-Khatib, Rogil Research, Belgium

5. GETTING INTO THE REAL
WORLD OF THE SHOPPER
WIM HAMAEKERS – ROGIL
Managing Partner
FATIMA ELKHATIB – ROGIL
Regional Manager- AMEA

6. ARE PEOPLE RATIONAL?

7. ARE PEOPLE RATIONAL?
SENSATION SENSE
SELECTION
MAKING
IMMEDIATE ACTION RATIONAL
INVOLUNTARY
EMOTIONAL

8. 50.000 SKU’S
45 MIN AVERAGE SHOPPING TRIP
THEORETICAL CHANCE TO BE NOTICED:
0,13 SECONDS

9. MIX
CONVENTIONAL
WITH
BEHAVIORAL
METHODS

10. INTEGRATED NEURO-RESEARCH
ELECTROENCEPHALOGRAM (EEG)
EYE TRACKING (ET)
GALVANIC SKIN RESPONSE (GSR)

11. CAPTURING ON TWO EMOTIONAL MEASURES…
Positive or negative emotional relevance
The extent to which the body is activated

12. EYE-TRACKING

13. Exposure
Reach
Attention
Interest
Consideration
Action

14. IMPLICIT MEASURES – TRACKING REACTION TIME

15. 1 + 1 = 3!
BIOMETRIC
MEASURES
VERBAL
EYE TRACKING
EVALUATION
IMPLICIT
MEASURES

17. HEINZ
CHANGING A SECONDARY ELEMENT FOR COST SAVING REASONS

18. VERBAL MEASURES ALONE CAN BE MISLEADING
CURRENT
NEW PACK
HEAVY COST SAVING
ALTERNATIVE PACK 1
ALTERNATIVE PACK 2

19. ADD EYE-TRACKING
CURRENT
NEW PACK
HEAVY COST SAVING
ALTERNATIVE PACK 1
ALTERNATIVE PACK 2

20. DUYVIS OVEN ROASTED

22. SHOPPERS
IN
THE
MENA
REGION

23. WHICH BRAND DID YOU SEE?

25. WHICH BRAND DID YOU SEE?

27. BREAK TROUGH THE CLUTTER

28. LOOKING FOR A SHAMPOO

29. LOOKING FOR PANTENE CLINICARE
Looked at it Found it Wrongly
found ...
61% 19% 72%
(Pantene- other SKU’s)
13s

30. LOOKING FOR CHOCOLATE

31. LOOKING FOR LINDT CHOCOLATE WITH ORANGE
Looked at it Found it Wrongly
found ...
57% 34% 78%
11s

32. GUIDE AND SEDUCE YOUR CONSUMERS

33. THE POWER OF THE PACK
Is premium
Is easy to open/ eat a piece
Is Swiss
Is delicious

35. BEST OF
MENAP
2013
Dubai / 4-5 March