Case Study: How the Brains of Thai Shoppers Respond to Promotions
Th. March 8 09:45 AM 'The Glass House'
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Unilever partnered with Nielsen Consumer Neuroscience to build promotion communication guidelines that really engage shoppers. This research among Thai shoppers focused on three key categories for leading personal care brand Ponds and several different promotion types. They combined quantitative electroencephalogram (EEG) with eye-tracking to assess promotion effectiveness and strong and weak communication elements to build a definitive set of promotion-related guidelines for Thailand and other Asian markets.
Ponds is the first Unilever brand to apply Nielsen Consumer Neuroscience testing for in-store promotions. During this session Ramanathan Vythilingam and Dr. Satoshi Tsujimoto will show how they integrated results across 16 different promotions related to point of sale materials (POSM) using EEG and eye-tracking to understand shoppers’ reactions. Their study covered a range of promotions such as buy one get one free, raffles, gift bags and promotional sales.
Eye-tracking zones helped to uncover shopper visual focus, and EEG identified the strongest elements of POSM. These combined methods revealed the most intuitive and easy-to-navigate layouts, clearest promotion messages, and other exciting insights into the role of numbers and visuals in POSM. Based on the results Ponds was able to use the guidelines for further promotional communication development, as well as understand best practices and the “why” behind them. This session will reveal how neuroscience tools can provide important consumer-driven insights into developing the most effective in-store promotions, at the moment of truth.
Audience takeaways:
- Learn how combining EEG and eye-tracking can unleash powerful insights into 2D communication
- See how neuroscience tools can give consumer-driven insights to help develop effective in-store promotions