Consumer-products companies are turning to new technology to overcome the biggest obstacle to learning what shoppers really think: what the shoppers say.
It turns out consumers aren’t a very reliable source of information about their own preferences. Academic research has shown focus-group subjects try to please their testers and overestimate their interest in products, making it hard to get a read on what works. But getting testing right is crucial for consumer-products companies because they ship high volumes and lack direct contact with shoppers.
To find out what really draws their test shoppers’ attention, companies like Procter & Gamble Co., Unilever UL, and Kimberly-Clark Corp. are combining three-dimensional computer simulations of product designs and store layouts with eye-tracking technology. And that, in turn, is helping them roll out new products faster and come up with designs and shelf layouts that boost sales.
Marketers are using eye-tracking. Here, a Brooklyn, N.Y., shopper.
Kimberly-Clark’s researchers used computer screens outfitted with retina-tracking cameras when testing the newest packaging for its Viva paper towels in 2009, says Kim Greenwood, senior manager in the company’s Virtual Reality Group. Their goal was to find which designs got noticed in the first 10 seconds a shopper looked at a shelf—a crucial window when products are recognized and placed in the shopping cart. They also wanted to know if the preferences held up on different count packages, from single rolls to multipacks.
By measuring the shopper’s response to different designs, Kimberly-Clark deciphered what caught shoppers’ attention, the most common starting point and the viewing sequence.
A screenshot of a ’heat map’ that Unilever created by measuring how long and how often test shoppers looked at packages on a computer screen. Unilever used a camera to track each tester’s eye movements.
"Combining these factors helped us select a ’wave’ design over a ’splash’ design," Ms. Greenwood said.
Screenshot of a ’heat map’ that Unilever created by measuring how long and how often test shoppers looked at packages on a computer screen. Unilever used a camera to track each tester’s eye movements.
Marketers have long been aware that product testers unconsciously seek to please researchers conducting the tests. Moreover, psychology and marketing professors say people often don’t realize what draws their eyes or how they truly feel about a product. They also overestimate the likelihood they will make a purchase, ignoring competing products and their own budgets.
"There’s often a big disconnect between what people want to do and what they say they want to do," says Steve Posavac, a professor of marketing at Vanderbilt University. "Any attitude," he says, "becomes more extreme" in research studies.
Researchers have watched test consumers’ eye movements for clues to their thinking since the early 1900s. But vastly improved technology in the past few years has helped them actually track retinas to get a true fix on where people are looking, for how long and how often. That information has helped dispel myths about what really matters in design.
Boris Nemtsov, Putin Foe, Is Shot Dead in Shadow of Kremlin - A Staged Shooting? 2015-02-28 22:37 NY Times: Boris Nemtsov, Putin Foe, Is Shot Dead in Shadow of Kremlin
Mr. Nemtsov, a former first deputy prime minister of Russia, was killed in central Moscow in the highest-profile assassination in Russia during the tenure of President Vladimir V. Putin.
A Staged Shooting?
Why does the dead body of fitness enthusiast Boris Nemtsov have a pot belly?
The Anti-New York Times doesn't ...
Holocaust, Hate Speech and Were the Germans so Stupid? 2015-02-28 20:31
Description form YouTube:
This is an updated version of the video which was taken down by YouTube following a spurious copyright-infringement claim. It addresses issues regarding claims that Zyklon B in liquid form gives off fumes at temperatures below 0º C.
As the world approaches the brink of a new Middle East crisis this time involving Syria, clearly at the behind-the-scenes ...
California Infant Dies after 8 Vaccines, Family Gets Him Back from Hospital Cremated 2015-02-27 21:55
Parents in California are distraught after losing their infant son after being vaccinated. He died in his sleep and was taken to the hospital already deceased. Hospital staff ruled his death as sudden infant death syndrome. The couple was told an autopsy was required to be performed on their son.
After returning home, waiting to get an update, they never received ...