Febelmar neuro event haystack October 8 2015

Measuring the Impact of

Packaging with Neuroscience

Febelmar neuro event

October 8th, 2015

Nele Van der Elst

Conscious

Unconscious

20.000 - 30.000 SKU’S & shelf edge labels

26 min average shopping trip

10.000 pieces of other POSM

Overload of visual information

<1% of products

is bought per

year by a HH

Find the red heart

Did everyone

find the red

heart?

Can anyone tell

me where the

green diamonds

were?

The brain deselects before selecting

How we see a retailer shelf

In peripheral vision, packs are similar

Focus on/around products

Product

Shelf Edge + shelf labels

Hanging signs: negligible

Floor stickers: negligible

80% of the shoppers read only front of pack

Most

shoppers buy

the product

they FIRST

interact with

Brand must stand out !

Pack is KING

4 IAT

Are the different elements

communicating the right

message?

UNDERSTAND

2 EEG

Do these elements evoke

positive, neutral or negative

emotional engagement?

ENGAGEMENT

3 GSR

Do these elements provoke

physical activation?

ACTIVATION

1 EYE-TRACKING

What elements draw most

attention and which elements are

hardly seen?

WHAT

Integrate unconsciousness in research

Set-up & approach

All routes equally grab attention

Current Route 1 Route 2

Instant attraction

3 sec.

Total attraction

15 sec.

Route 2 attracts shoppers faster

0

10

20

30

40

50

60

70

3 sec 5 sec 7 sec 10 sec 15 sec

ROUTE 2

ROUTE 1

CURRENT

Route 2 engages positively with shoppers and activates them

Current ROUTE 1 ROUTE 2

Engagement

Activation

BEST PERFORMER

Route 2 has strong communication power

Creative packaging

design

Appealingpictures

Made with high quality ingredients

Good for social

moments

Makes youfeel

special

Real deal(origin)

Smooth & creamytexture

Relevant flavours

Rich & full taste

Best brandin category

Co

mm

un

ica

tes

ROUTE 2ROUTE 1CURRENT

No claimed behaviour

Real emotional appeal

Positive subconscious engagement

Level of subconscious activation

Level of attention grabbing

A wise man’s words

Not everything that can be counted counts, and not everything that counts can be counted.

Albert Einstein

Always looking to improve our understanding

of the unconscious shopper!

Nele Van der Elst

Research Director

[email protected]

0032 486 22 50 40

@Nele_haystack