Enablement Services - Static Image Sample Report
Background & Objectives
The client, Jack Daniels, would like to test a variation of their Tennessee Whiskey bottles and compare to top two competitors, Knob Creek and Maker’s Mark. The goal of this research is to understand which design motivates the consumer more. In addition, they’d like to understand how consumers navigate the packaging both in isolation and within a competitive context.
- Which pack “stands out”within the shelf layout?
- Which pack is the most motivating?
- How do consumers navigate the unique packages? Are there key elements that grab attention and are well liked?
Methodology
Modalities
Electroencephalography (EEG)
Measuring cognitive-affective processing in absence of behavioral responses
- How motivated are respondents by the different shelves and packs?
- Are there key elements (>30s) that elicit stronger motivation?
- To what degree do various packages elicit a neural “approach” versus “avoid” response?
Eye Tracking (ET)
Measuring visual attention towards elements within the stimuli
- What elements capture visual attention?
- How quickly do packages on the shelf, and specific elements on the packages, get noticed? What goes missed?
- Do participants spend time looking at key assets of the packages?
- What is the navigation path users take through the shelf?
Survey
Measuring stated responses to questions related to the stimuli
- What do consumers say they think, feel, or plan to do in the future regarding the packages?
Stimuli Tested - A closer look
Study Flow
Setup & Calibration
Participants are outfitted with an EEG headset and are seated in front of a viewing screen, which is calibrated to collect eye tracking data.
Package Viewing
Isolation and Competitive Context
Respondents first view the packages within competitive shelf contexts. After this, respondents view the target packages and two competitive packages in isolation*. After this exposure, participants answer survey questions pertaining to each package.
*stimuli is shown for at least a total of 30 seconds to provide an adequate time exposure for EEG data.
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