1 We see things differently 1 “Uw verpakking door de ogen van de consument” Ludovic Depoortere We see things differently 2 • DIAVULLEND BEELD ROGIL - MARKETING & SENSORY RESEARCH °1974 – Worldwide Quantitative & Qualitative Researc h Specialised in sensory research Eyetracking specialist with latest technology and models We see things differently 3 Some consumer facts …
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Some consumer facts - Pack4Food verpakkingen door de... · ROGIL - MARKETING & SENSORY RESEARCH °1974 – Worldwide Quantitative & Qualitative Researc h Specialised in sensory research
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We see things differently 1
“Uw verpakking door de ogen van de consument”
Ludovic Depoortere
We see things differently 2
• DIAVULLEND BEELD
ROGIL - MARKETING & SENSORY RESEARCH
°1974 – Worldwide Quantitative & Qualitative Researc h
Specialised in sensory research
Eyetracking specialist with latest technology and m odels
We see things differently 3
Some consumer facts …
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We see things differently 4
Consumer facts
What % of purchase related decisions are made at point of sales ?
Depending on the product category 50% to 70%!
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Consumer facts
In how many seconds are decisions of consumers made at point of sales for low involvement goods?
On average in 2-3 seconds � Max. 7 seconds
Let’s find out…
We see things differently 6
Which brands did you see?
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We see things differently 7
Writes down brand name : 22%
Brand in mind: 39%
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Consumer facts
The proliferation of SKU’s � Enhances ‘shopper stress’ to make choices� Demands a facilitator for the shopper
What is the average number of different articles in a supermarket?
20.000 articles shouting for the shoppers’ attention who spends on average 30-45 minutes in the shop!
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Consumer facts
What is the main reason why 8 on 10 new product launches flop?
Products were not considered at shelf (‘unseen is unsold’)
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Is shopping a rational process ?
31 %
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Salient search path
68 %
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5
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- 30%
- 10%
#1
- 10%
- 20%
Above eye-level = 30% decline in visibility
Eye-level
Arm-level = maximum visibility
Bottom shelf = 20% decline in visibility
We see things differently 14
Mother, why do we pack ?
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From explicit to implicit
Source: BIV – Dag van de Verpakking – Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere
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We see things differently 16
The different senses are at play: 5 senses + the 6th sense
Source: BIV – Dag van de Verpakking – Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere
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Let the game begin…
Which brands do you recognize ?
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Two moments of truth ….
We see things differently 20
The first moment of truth (stimulate trial)Who would you rather date?
The moments of truth
Source: BIV – Dag van de Verpakking – Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere