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Increase the attention for - and impact of - your POS communications
Equipped with Eye Tracking and (optional) EEG
Discover concrete points for improvement
"We have already done several studies with Unravel. All studies went quickly and smoothly. After each study, we received a short, concise report with recommendations that could be used in practice immediately."
Neuromarketing research into POS materials directly measures how the shopper processes an expression. Using Eye Tracking, we measure the attentional value of the overall expression, as well as the different parts within the expression (such as headline, copy, visual, etc). EEG also measures cognitive workload and purchase activation in the brain.
It is possible to test multiple expressions side by side in a Neuro POS test, by using a 2D POS presentation on screen, or in a completely 3D developed retail environment in Unravel's Virtual Reality Supermarket. By comparing POS expressions you gain a complete picture of which techniques work within POS expressions and which do not.
In addition to testing various POS displays in our lab, it is also possible to measure their impact on the physical location itself. We use eye tracking to measure the stopping power of your materials in the store. This research takes place with regular customers, to measure the impact as accurately as possible. If your POS can be found in multiple locations in the store, the data reveals exactly under which circumstances it stands out best.
Unravel Research follows a proven approach so that you can count on reliable results and a fast timeline. This enables us to offer unparalleled project lead times of 10 working days.
In the first week, the scope of the project is determined in consultation with the customer. Which parts of the shopping trip do we want to map out, and which purchase order fits in optimally with this? Unravel takes an active advisory role in this because a well-thought-out purchase order is crucial to be able to measure the realistic shopping experience.
During the fieldwork days, 20-30 respondents visit the living room lab in Utrecht. Here they are fitted with the Eye Tracker and EEG, after which they are allowed to make free and targeted choices for each shelf variant.
We calculate the neuro performance metrics (view time, view rate, workload and purchase activation) for each POS message, subdivided into free and targeted searches. The result? A clear report which offers concrete points for improvement.
Below you will find an example of the output of a Neuro POS Test. On the one hand, the output provides qualitative insights into the POS statement and possible improvements that could be made (left) and, on the other hand, quantitative data are broken down per element within the POS statement.
Shopping trips tested