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Packaging Research using Neuromarketing
Shelf stand out. Brand recognition. Purchase activation.
Three simple words. Three critical challenges. Every product and packaging design which makes it to the check-out owes this to its own ability to stand out, being able to activate the brand and excite. Unravel’s Neuro Packaging research is based on this Three Steps to Purchase model.
When you develop a new product or design, you want to know how it scores upon these three success dimensions. And rather today than tomorrow. Because the more insights you have in these success dimensions of your packaging today, the more impact you will have on the shelf tomorrow.
Traditional research methods are on the other hand too slow and rational to have a significant say in this. Neuromarketing research is the most accurate predictor of packaging success before the product reaches the store shelves.
Measuring method: Eye tracking
Sales start with the battle for attention. Successful products automatically attract eyesight. Through Eye Tracking we measure the two crucial forms of attention
Our Eye Tracking equipment measures 128 times per second where the customer’s eyes are focused. In this way, we can map out the attention value of your product at an extremely precise level.
Measuring method: IAT
For in-store purchases that are brand-driven, it is essential that the brand is recognizable at first glance. Only then the rich association network for this brand will be activated in the brain, allowing the product to benefit from the underlying brand value.
The Implicit Association Test (IAT) is an implicit measurement method developed at Harvard. IAT uses reaction time to reveal the power of unconscious associations in the brain. In packaging research, we use the IAT to quantify the extent to which the packaging automatically activates the brand in the brain.
Measuring method: EEG
Some products and packaging directly trigger people to buy the product. The brain experiences in such an occasion a short but strong desire to obtain the product.
Only the EEG method can quantitatively measure this desire process. This method comfortably measures what is going on in the respondent’s brain at 256 times per second. Is the brain attracted or repelled during the first sight of the product? Compared to other neuro-research methods, only EEG has the speed to answer that question.
For each of the steps in the Three Steps to Purchase model we analyze the raw data to arrive at directly interpretable KPI’s for each packaging design:
Here you can find an example of a Neuro Packaging Research using Eye tracking, IAT and EEG.