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Early Quant Screening Research for a Winning Edge 

Posted on by sandra

By Cliff Kane, Senior Director, New Business Development @ EyeSee 

At the recent Quirk’s Chicago conference, I had the pleasure of sharing the stage with Shilpa Khanna, Associate Director of Transformational Growth at The Clorox Company. Shilpa’s extensive experience and unwavering dedication to innovation within the CPG industry positioned her as the ideal expert to discuss the do’s and don’ts of launching new products. Our primary aim was to demonstrate effective strategies for building confidence in new packaging decisions and launches. Our discussion covered: 

  • The symbiotic relationship between quantitative and qualitative insights. 
  • The pivotal advantages of early packaging tests compared to delayed evaluations. 
  • The indispensable significance of testing within the context of simulated in-store scenarios, rather than solely in isolation. 

In this blog post, I’ll take a closer look at key insights. For a comprehensive understanding, I highly encourage you to watch the full session recording.

The symbiotic relationship between quantitative and qualitative insights  

Let’s face it – innovation is tricky.  

Within the highly dynamic and complex process of product development, packaging design serves as a linchpin for consumer engagement and purchasing decisions. Getting the packaging just right can be costly, as visually communicating a new-to-market proposition carries certain risks and requires alignment with ever-evolving consumer preferences.  

Traditional pack development often advises starting with qualitative studies to evaluate a range of design options, followed by quantitative research to validate a few “finalist” ones. However, the initial screening phase is critical. It’s like choosing the right path in a forest; if you go wrong at the start, subsequent adjustments matter little. So, objective assessments of what drives success are vital from the beginning. Starting with quantitative research to identify winning concepts enables refinement and validation, laying a strong foundation for success.

Advantages of early packaging tests compared to delayed evaluations  

In the overall product development process, packaging is often perceived as the final embellishment to an exceptional product. In reality, it serves as the enticing red door that captures consumer attention, drawing them in to explore and engage with the product experience. Therefore, packaging development and assessment should occur in tandem with the core product, ideally at the earliest stages of development. During our conversation, Shilpa strongly emphasized the necessity of proactive pack design testing, serving as a guiding light to inform strategic decisions and mitigate risks: 

Amid the array of early-stage testing options — from traditional qualitative studies to a multitude of DIY and AI tools — making a methodology choice can be daunting. Personally, I find the behavioral mix approach, incorporating MaxDiff analysis, particularly promising for yielding effective results. At EyeSee, our team employs this method to pinpoint winners, offer recommendations for optimizing successful packs further, and contribute to finalizing subsequent iterations of pack design. 

The ultimate reality check: Testing designs in simulated in-store scenarios vs in isolation

During our discussion on innovation, Shilpa mentioned one new product launch case that stood out as particularly intriguing. Initially, packs featuring a unique cap color and shape emerged victorious in early-stage and standalone assessments. However, when introduced onto (virtual) shelves and compared with others in the category, the tide had turned. A completely different design was ultimately picked for launch.  

Centering on the importance of context, we explored the perspective of the challenger within the category. The “newcomer” on the shelf must distinguish itself more prominently to compete with the leader. The harsh truth is – what doesn’t stand out has little chance of being purchased. The evaluation of Clorox’s late-stage packs would have yielded vastly different results without testing in the shelf context. The intricacies of the store and real-life purchasing environments provide the most authentic and predictive insights into how the pack will perform post-launch. Reflecting on the whole collaboration, Shilpa shared: 

In conclusion

Innovation in early-stage packaging design testing requires a delicate balance of collaboration, creativity, and strategic vision. By redefining conventional approaches, leveraging data-driven insights, and prioritizing consumer-centric design, you can instill confidence and enhance the prospects of a successful new pack launch. Moreover, the importance of testing within simulated in-store scenarios cannot be emphasized enough; a comprehensive evaluation of a new product’s potential is not complete without consideration of its pack design performance amidst crowded shelves and competing products. 

For more insights and the story of Shilpa’s knowledge gained from not-so-successful new product launches, go to the full session recording that is available here.

Want to know more about pack optimization? Dive deeper and learn how to choose successful claims!

    Strike a balance between native and branded Facebook Ads 

    Posted on by sandra

    by Konstantin Tomic, Insights Manager at EyeSee

    This year marks 20 years since Facebook revolutionized the way we use the internet. A lot happened during that time, but as it changed the advertising landscape and influenced its users’ daily lives, Facebook evolved as well.   

    Facebook may not be the place to find the youngest audience (though its audience is diverse and earns money) or the “hottest” platform right now, but some facts are simply unbeatable.  As of the end of 2023, the number of Facebook users worldwide is around 3.05 billion. 

    • 50% of the time spent on Facebook and Instagram is spent watching videos. 
    • 2B+ people watch Facebook in-stream-eligible videos each month. 
    • 74% of Facebook in-stream non-skippable video ad views are completed, globally. 

    So, the question is not whether there should be an investment in Facebook ads, but rather how to do so effectively. As my colleague previously stated, it is critical to test ads because relying solely on platform analytics is insufficient to gain clarity and insights into why some ads are “working” and what their true brand impact is. To gain those insights simulated replicated feeds are proving to be the best tool for capturing user behavior.

    A good replicated feed will make respondents forget they’re part of research  

    Researchers should always be mindful of response bias – a phenomenon where individuals consciously or unconsciously alter their answers to align with perceived social norms, expectations, or desires. Factors such as social desirability bias, where respondents provide socially acceptable responses rather than honest ones, can distort findings. But even smaller things can affect the answers too. Wording of questions, order of presentation, interviewer effects, and respondent characteristics like age, gender, or cultural background can all impact how individuals respond. Awareness of these biases is critical in designing surveys and conducting research to minimize their influence and ensure more reliable data collection and analysis. 

    To minimize biases, it is best to provide respondents with a realistic environment in which tracking devices and differences from their usual habits are difficult to detect. In the case of social media replicated feeds, respondents participate in the study from the comfort of their own homes, and some even admit that there were times when they forgot they were not using “the real thing.” 

    Native VS Branded ad memorability paradox

    Native content outperforms branded ads in retaining attention by captivating audiences with surprising product usage and compelling, attention-grabbing audio. Younger viewers engage with native content for longer durations, making it an ideal choice for subtly targeting this demographic. Additionally, native ads are clearer, largely due to their prominent product features. However, they pose a challenge in terms of memorability since they rely solely on the video to convey branding, which users may overlook. In contrast, branded ad posts benefit from additional cues like account names and video descriptions, enhancing brand memorability. 

    The path to balanced native and branded video ads  

    The first and most obvious recommendation is for marketers to test their ads. Knowing which parts of the video to tweak can help achieve a native-branded balance. Even past campaigns contain knowledge, and testing them can provide brands and marketers with a best-practice guidebook for future creative input.   However, if you already have native content in your hands, here’s a small bonus tip. If focusing on younger audiences – ads with a native feel could be the way but take care to post from the official brand account with an informative description. If the goal is to raise awareness among the general population – a traditional branded ad is a more reliable option.  

    Eager to know more about ad testing on other social media platforms? Research hidden potential with new TikTok creative insights.

      From clicks to carts: Is retail media CPG’s e-commerce future?  

      Posted on by sandra

      How do CPG products fit into today’s ever-changing, multi-touchpoint digital landscape? According to an EyeSee Global TikTok study, if a video ad features a CPG product, the brand is 32% more likely to be remembered, and TikTok has a significant inspirational impact on its users.  

      Despite this, buying CPG items online seems counterintuitive due to the high delivery costs. Retail media steps in to address this by aiming to enhance product awareness at the point of purchase. Yet, uncertainties persist regarding retail media’s scope, its impact on retailer-brand dynamics, and its long-term implications for omnichannel consumer behavior. 

      With all of this in mind, the latest Deep Dive episode featured Zlatko Popovic, Global eCommerce Commercial Manager at Barilla, who shared his thoughts on retail media and revealed the secret to Mulino Bianco’s successful e-commerce and omni-channel campaign. Along with Zlatko, our Digital Research Specialist, Mila Milosavljevic, debunked some common misconceptions about CPG and e-commerce based on her rich market research experience. Listen to the full episode here. 

      The Rise of Retail Media 

      With e-commerce platforms experiencing unprecedented growth, retail media provides brands with the opportunity to showcase their products directly to consumers while they are in the purchasing mindset. As Zlatko Popovic explains, retail media is becoming increasingly important in marketing strategies due to its ability to consolidate various parts of the consumer journey into one platform. This consolidation simplifies marketing efforts for brands and marketers, making it easier to create brand awareness and generate sales in a single place. 

      However, he also points out that some shortcomings of retail media include data governance issues and the evolving dynamics of brand-retailer relationships.  

      To mitigate these challenges, organizations need to invest in understanding consumer behavior across various touchpoints, including social media, and strike a balance between traditional and digital marketing strategies. 

      The Importance of Market Research 

      According to a survey conducted by Deloitte, 63% of marketers cite data-driven marketing strategies as crucial for success in today’s competitive landscape, highlighting the importance of leveraging market research to inform decision-making (Deloitte). By identifying trends, anticipating consumer needs, and refining messaging based on market research findings, brands can ensure maximum impact across all channels. 

      Mila Milosavljevic reminded us that when launching a product, manufacturers usually focus on in-store, designing eye-catching displays, shelf standouts, banners, endcaps, etc. in order to engage potential shoppers. But when it comes to e-commerce, product presentation is typically limited to fitting into the retailer’s current layout and relying on a generic description.

      It is only natural to assume that similar testing tools and frameworks will be required when developing content and strategies for retail media, as we are essentially talking about an e-commerce retailer environment with even more space for product promotion.  

      Furthermore, Zlatko reminded us that market research serves as a common ground and foundation for quality relationships between retailers and brands in terms of category management and presentation in digital environments.  

      Case Study: Molino Bianco’s Gift Package Campaign 

        One notable example of successful omni-channel integration is the case of Molino Bianco’s gift package campaign. By analyzing product reviews and consumer feedback, Molino Bianco identified a demand for branded gadgets among its customers. Leveraging this insight, the company launched a series of gift packages tailored to different occasions, such as Christmas, Easter, and Valentine’s Day. This agile approach not only drove sales but also reinforced the brand’s presence across multiple touchpoints, from e-commerce platforms to traditional retail outlets.

      “When that happened, everyone began to view the Mulino Bianco project not just as an e-commerce activity, but as a full marketing initiative. Consequently, various brand teams began incorporating similar initiatives into their annual plans, specifically targeting e-commerce to align with the marketplace proposition effectively.”, Zlatko Popovic, Global eCommerce Commercial Manager at Barilla 

      Conclusion 

      In conclusion, the integration of retail media and market research is essential for achieving a strong product omni-channel presence. By harnessing the power of retail media platforms and leveraging insights from market research, brands can create personalized experiences that resonate with consumers across all touchpoints. In an increasingly competitive marketplace, mastering omni-channel integration is key to staying ahead of the curve and building lasting relationships with consumers. 

      Eager to learn more? Here you can read all about Understand online pack shot behavioral testing.

        Facial Coding Demystified: The Expert Guide  

        Posted on by sandra

        By Vanja Radic, Facial coding team lead at EyeSee

        Ready to resonate with consumers beyond discounts and special offers? Understanding the emotional drivers behind consumer behavior can help embed your product in their hearts and minds for the long haul. 

        Expressing emotions verbally poses challenges for everyone, with surveys often highlighting this difficulty most prominently. This renders surveys alone potentially misleading. Nonetheless, alternative research approaches offer solutions. In addition to asking the right questions, like in real-life interactions, we meticulously analyze facial expressions. This is why relying on Facial Coding as a research method becomes imperative, allowing us to generate both more accurate and more profound insights.

        That is why we have compiled a list of the most frequently asked questions to assist you in successfully understanding and utilizing such a powerful driving force as emotions.

        1. What are the advantages of using facial coding to test advertisements over traditional methods? 

        Facial coding delves into non-verbal reactions, unveiling responses that respondents might not consciously acknowledge, articulate, or be inclined to disclose in traditional survey or focus group settings. Furthermore, it provides insight into the underlying “reason why” behind an ad’s performance, beyond mere measurement, thereby enabling businesses to make better informed decisions. 

        2. What are the advantages of facial coding compared to neuroscientific methods? 

        Marketing research relies on both behavioral and neuroscientific methods to overcome the say-feel gap, as, oftentimes, respondents are not able or willing to verbalize their emotions regarding stimuli. Combining explicit methods like surveys and implicit ones like FC allows us to access both parts of “the dual process thinking,” popularized by Daniel Kahnman as System 1 and System 2 thinking. 

        While EEG, fMRI, and GSR provide deeper insights into neural and physiological processes that facial coding does not directly capture, facial coding complements these methods by focusing on the observable manifestations of emotions and behaviors. Still, certain facial expressions are often associated with specific physiological states, and by observing facial expressions, researchers can infer potential physiological reactions. For example, expressions of fear may coincide with increased heart rate and perspiration; on the other hand, a smile might indicate activation in brain regions associated with reward and positive emotions. 

        In summary, while facial coding doesn’t directly capture physiological or neurological processes, it can indirectly provide valuable information about these processes by analyzing observable facial expressions. It offers insights into how individuals experience and express emotions, providing a behavioral lens through which to understand underlying physiological and neurological responses. Facial coding has three main advantages, comparing to neuroscience methods: 

        1. It is far less intrusive – the need for controlled laboratory settings and the onsite equipment (like EEG Cap, Amplifier and Recording device for both EEG and GSR, GSR sensors, MRI scanner and other associated devices), can make neuroscientific methods considerably intrusive. They require direct physical contact with the participant’s body, or its exposure to strong magnetic fields (as in fMRI). On the other hand, facial coding primarily relies on observing and analyzing facial expressions. It involves capturing video recordings of respondents’ faces while they view stimuli (or engage in tasks). 
        1. It is more scalable and cost-effective – the low intrusiveness leads to higher participant compliance and reduces the need for specialized training to administer the technique. FC can be done online, and it is applicable across the global market since basic expressions are universal to humankind. It can also be easily scaled to accommodate large sample sizes, as it does not require significant additional resources for each additional participant (e.g. limited availability of EEG and GSR scanners). With all that in mind, facial coding is relatively cost-effective and accessible, compared to neuroscientific methods.   
        1. Its output is more readable – although EEG, GSR and fMRI offer baseline complementary information about physiological arousal, neural correlates, and cognitive processes underlying emotional experiences, FC measures more direct and observable indicators of emotional expressions, providing us with output with far better readability that can easily be integrated into research studies. 
        3. What is the process for the coding of facial expressions?

        Respondents are recruited remotely, and by following the testing link, with no need to download any app, they are directed to the testing page. After successfully being screened, they are then invited to provide their consent for facial coding. Subsequently, they are exposed to the stimulus being tested.

        4. How high is the response rate for facial coding studies?

        The response rate may differ depending on the market and other sample specifications, but when dealing with the general population, it is on average 18% ( Brazil 30%, USA 20%, Germany 15%, Japan 8%).

        5. What are the specific emotions our facial coding can record?

        Facial coding can be used to recognize a variety of facial expressions, each associated with specific emotions. The Facial Action Coding System (FACS), developed by Paul Ekman and Wallace V. Friesen, is one of the most widely used systems for coding facial expressions. FACS identifies specific muscle movements, called Action Units (AUs), that correspond to different emotions. EyeSee’s framework relies on FACS and Ekman’s seven basic emotions list, having it adapted to market research needs; by grouping three of the negative emotions (disgust, contempt, anger) into one (dislike), and expanding the list by two cognitive emotions, interest and confusion. In total, EyeSee’s framework is comprised of 7 emotional categories (3 positive and 4 negative): 

        1. Happiness: Indicated by the activation of the zygomatic major muscle, causing the corners of the mouth to lift (AU12), and the orbicularis oculi muscle, leading to “crow’s feet” around the eyes (AU6). 
        1. Surprise: Displayed through raised eyebrows (AU1 and AU2), widened eyes (AU5), and optionally an open mouth.  
        1. Interest: Manifested by lowered eyebrows (AU4 and AU7), 
        1. Confusion: Characterized by a downward pull of the corners of the mouth (AU15) and the upward movement of the chin (The Chin Raise Action Unit AU17), optionally accompanied by an inner brow raising (AU1). 
        2. Dislike: 
          a) Disgust: Shown by a wrinkled nose (AU9), raised upper lip (AU10), and a downturned mouth. 
          b) Contempt: Reflected in a slight one-sided mouth raise, often with the corner of the lip lifted (AU12). 
          c) Anger: Manifested by lowered eyebrows (AU4 and AU7), narrowed eyes (AU4), and a tense jaw (AU24). 
        3. Fear: Evident by raised eyebrows (AU1 and AU2), wide-open eyes (AU5), and horizontally stretched mouth (AU27). 
        4. Sadness: Characterized by a downward pull of the corners of the mouth (AU15) and the inner eyebrows raising (AU1). 
        6. Is tracking a limited number of emotions sufficient? 

        The seven emotional categories allow for a generalized understanding of the emotional landscape without needing to delve into highly specific emotions, which can be more subjective and challenging to interpret consistently. However, while emotional categories offer a useful starting point, they may not capture the full complexity of individual experiences and nuanced emotions. In EyeSee, we open a window into the individual’s experience and specific emotions by analyzing facial expressions within their specific contexts.

        7. What specific metrics can be derived from the facial coding method? 


        Emotional Reach – the percentage of viewers who have had any emotional reaction to the stimulus. 

        Emotional Engagement – the average of total reactions during the whole time of the stimulus. 

        Happiness – the percentage of respondents who have expressed a smile at least once during the stimulus. 

        Surprise – the percentage of respondents who have conveyed an expression of surprise at least once during the stimulus. 

        Interest – the percentage of respondents who have conveyed an expression of interest at least once during the stimulus. 

        Confusion – the percentage of respondents who have conveyed an expression of confusion at least once during the stimulus. 

        Dislike – the percentage of respondents who conveyed an expression of dislike at least once during the stimulus. 

        Fear – the percentage of respondents who have conveyed an expression of fear at least once during the stimulus. 

        Sadness – the percentage of respondents who have conveyed an expression of sadness at least once during the stimulus. 

        Positive emotions – the percentage of viewers who have had any positive emotional reaction to the stimulus.

        Negative emotions – the percentage of viewers who have had any negative emotional reaction to the stimulus. 

        8. How can we tell what triggered an emotion?

        Facial coding second-by-second output for video stimuli is very informative on emotional triggers since it allows us to know what scene from the stimulus triggered an emotion. In cases where the scenes are more complex with multiple potential triggers – the facial coding data can be crossed with eye tracking data as well as with the survey response, allowing us to have a full context and thus be able to pinpoint the emotional triggers and convey an actionable insight. 

        9. What devices and browsers can be used for Facial Coding testing?  

        Facial coding tests can be run on both desktop and mobile environments, with no need to download any app. Our Web Platform supports multiple browsers for mobile: Google Chrome, Mi, Samsung Internet, and majority of integrated browsers, covering 70% market share, and when it comes to desktop – Google Chrome, Opera, Edge, Firefox, Safari, and AVG Secure Browser, covering over 99% of the browsers available.

        10. How are emotions connected to brand impact? 

        In EyeSee, we conducted research with 18 short ads (from 7-15 seconds) with the objective of finding out how facial coding correlates with some of the most relevant survey and retention KPIs (see the list visual below). The significance level taken into account was 0.05 (equivalent to 95% significance) and Spearman value correlation being above 0.3 and below -0.3*.  

        All three facial coding KPIs were significantly correlative with Likability (on average 0.32) and Uniqueness (avg. 0.46). Besides the two mentioned correlations, the Happiness KPI is also positively correlative with Stopping power, ad sharing potential, and the statement “It makes me think that this brand is really different from its competitors.” As for the negative correlations (statistically speaking), respondents who expressed higher happiness tend to rate the stimulus as less ordinary (-0.42).   

        *Two main types of correlations are positive correlation and negative correlation (0.3 for positive correlation and -0.3 for negative), and they describe the direction of the relationship between the variables, as two variables may move in the same or opposite direction.

        11. How are emotions connected to purchase decisions? 

        Although rational appeal in advertising is very important, it is not appropriate for certain products, especially those that are not that different from the products of their competitors in functionality, olfactory, or technical characteristics. That is when emotional appeal, which consists of creating certain emotional associations in the consumer’s mind towards the advertised product, fosters great results in purchasing decisions (in those cases, a unique selling proposition is replaced by a unique emotional proposition).

        The word emotion comes from Latin and is derived from the word emotio/emovere, which essentially means “to move out” or “to stir up.” Therefore, emotions are connected to purchase decisions by creating a desire for the associated products (or a lack thereof). Unfortunately, this link is hard to measure since, unlike short-term promotions and discounts, its influence is more of a long-term nature as it is developed over time in the privacy of the audience’s subconscious mind. However, what we can measure is brand impact.

        In sum, it’s convenient to view the act of purchasing as a “behavior” and desire as the “mental state” that drives it. In this context, facial coding provides insight into the underlying state of mind, which is crucial for guiding desired behavior, such as making a purchase.

        12. How do we benchmark our facial coding KPIs? 

        When assessing an ad’s performance on an emotional level, providing relevant facial coding benchmarks is a must since there are no universal truths when it comes to gauging a creative’s performance. Stimuli of different lengths attain different levels of attention and allow for different emotional engagements to be developed, which is why the stimuli length is the first criterion to be applied. Additionally, it’s important to consider the creative approach employed in creating the stimulus, such as whether it adopts a collage or a movielike style (collage or movielike). And although a global benchmark is a good fit in some cases, for some markets it is best to apply a culture-specific benchmark (i. e. for a study conducted in Japan, an “Asian benchmark” would be the best fit, since this market is characterized by more subtle expressions).

        Apart from culture-specific benchmarks, many of our clients are interested in testing the animatics version of ads, in order to fine-tune them in the earlier production stage or select the winning ad, and this is where our animatics benchmark is applied. Furthermore, taking into account the industry adds another layer of benchmark specification, as emotional profiles and levels of engagement can vary significantly within different sectors.

        In conclusion, it is essential to consider both sample and stimuli specifications when conducting significance testing, and an extensive benchmark base allows EyeSee’s research team to do that, thus reaching reliable conclusions.

        13. Is the presence of negative emotions by default a bad thing, and should they be avoided? 

        Depending on the ad’s narrative, negative emotions like disgust, contempt, sadness, and fear can be a part of creative objectives. While it may seem counterintuitive to intentionally trigger these emotions, they can be powerful drivers of action, especially if your product or service offers a solution to them. This is why valence-based approaches, which limit themselves to positive and negative emotion-oriented KPIs, are to be taken with reserve; they are less explanatory when used alone without emotional profiles since they do not take into account that emotions of the same valence differ in essential ways.

        14. What if some parts of an ad elicit no emotions?

        When using facial coding to measure emotional engagement in any dynamic content, it’s not necessary or realistic to expect that every single moment will elicit an emotional response. The goal is rather to identify key moments or elements that successfully engage the audience and evoke the desired emotions. Neutral respondents can also be engaged (with neutral facial expression), but they can still be fully locked in; this is where facial coding is complemented by retention. 

        15. Dislike often appears at the end of an ad, simultaneously with the brand logo – how should this be interpreted? 

        Dislike at the end of an ad is probably a reaction to the attitude of ‘just another ad’, not necessarily to the brand itself. Still, it might indicate that the creative failed to come across as entertaining/educational content by being too obvious or tactless in revealing the brand. Surveys can be a good add-on by providing another layer of confirmation. 

        16. Can facial coding be regarded as confirmation of attention? 

        Facial expressions do confirm attention, but the absence of facial expressions does not necessarily indicate a lack of attention. 

        The relationship between attention and emotion is unidirectional (one-way): if respondents are emotionally engaged with the stimulus, it indeed means that the stimulus has their attention – however, if respondents are not emotionally engaged with the stimulus, it does not preclude them from paying attention. Attention and emotional engagement represent distinct yet complementary responses to stimuli, both of which we assess separately using the Retention and Facial Coding methods. 

        However, facial coding as a method brings much more into the picture than merely confirming attention: it delves into second-by-second emotional engagement, capturing the highs and lows of emotional responses and identifying specific emotions over time. This detailed analysis offers valuable insights into how tested stimuli can be adjusted to evoke intended emotional states. In essence, facial coding and retention measurement assess two distinct qualities of stimuli and should be regarded as distinct yet complementary tools for understanding audience response.

        17. What is the ultimate benefit of utilizing facial coding? 

        Besides being both the least intrusive and the most scalable method, facial coding serves as a window to honest feedback on emotional engagement, thus allowing creative teams to answer the following questions: 

        1. Does the creative resonate with the target audience on an emotional level? 
        1. Is the content creating the intended emotional state? 
        1. Which are the most engaging parts of the stimulus? 
        1. Where are the emotional peaks? 
        1. Based on 1-4, what are the learnings, and how can they be leveraged to design narratives that bring brands closer to their audience? 

         

        Curious to know more about Facial Coding and Social Media testing, read more here.

          Behavioral insights about women by women 

          Posted on by sandra

          EyeSee is comprised of 61% women who drive forward 100% of pioneering research! Throughout much of the 20th century, research predominantly revolved around men; with men often occupying the roles of both researchers and default study participants. In doing so, we inadvertently overlooked the intricate and captivating traits of female consumers, as well as the unique perspectives of female experts.  

          Today, let’s acknowledge past shortcomings and enthusiastically embrace the richness of diverse female perspectives, insights, and needs. Here’s an insight into the specialized knowledge that women, particularly those in research roles, offer about women. 

          Grooming preferences: Are gender neutral options killing the pink tax?  

          Coined in the 1970s, the term “pink tax” signifies the pricing disparity between products marketed to men and women. For years, disposable razors have exemplified this disparity — the identical product often commands a higher price when packaged in pink. Research shows that women’s four-blade razors were priced 66% higher than men’s on average! 

          Many women, wanting to avoid paying an extra buck for what is essentially the same product, revert to buying disposable razors for men.

          In certain EyeSee research studies, brand perceptions have shown improvements through the introduction of gender-neutral options. This trend has been notably observed in categories such as children’s toys and perfumes. 

          Perimenopausal skincare: The uncomfortable truth 

          This Women’s Day let’s celebrate the strength and resilience of women by focusing on a critical yet often overlooked stage in their lives: (peri)menopause.  It’s a transformative journey marked by physical changes and deep reflections, in which many women start prioritizing personal needs and desires above societal expectations.  

          72% reported that they noticed changes in their skin at perimenopause/menopause, while 50% felt they had been insufficiently informed about these symptoms, highlighting the need for educating women and healthcare professionals on the impact of menopause on the skin. 

          As women navigate the perimenopausal stage, skincare emerges as more than a routine — it’s a feminist statement. By embracing self-care, women affirm their autonomy and redefine beauty on their terms.

          Exploring the pandemic’s influence on wellbeing: The beauty comes from within 

          Social pressures remain important factors for women’s consumer choices overall, but after the pandemic we saw a significant surge in more sustainable options. 

          To make healthier and more sustainable choices, many women seek additional information and education about products and whole categories. If you are a brand, make sure ingredients, new technology and other benefits are readily available as part of e.g. landing pages, packages, and influences videos. The information gathered is used to make unique habits and personalized rituals. 

          If you are interested in more pioneering trends and research, check out our blog on TikTok Creative Guidelines for Powerful Ads based on a comprehensive study that involved 20 brands! 

            [White Paper] TikTok First Content Guidelines for Powerful Ads

            Posted on by sandra

            Your ads and messages are alright, but you’re itching for something new and exciting. Want a way to jazz up your brand, make it pop, and get people buzzing again?

            The next frontier for marketers globally is to harness the power of your brand on TikTok! An incredible 81% of users say TikTok videos influenced their recent purchases, and a recent EyeSee study discovered that 56% of sponsored content is seen on average, and 73% of users like the ads they see. Gen Z is also redefining search: They’re more likely to use social networks than search engines when looking up brands, products, or services, according to GWI, and 50% of them will choose TikTok. 

            TikTok First Content Guidelines are now available!

            So, if you are wondering how to effectively break through the clutter while still conveying the right message with a fresh approach, “TikTok First Content Guidelines for Powerful Ads” is the white paper for you! Discover:

            1. Why is the TikTok First approach more effective than TVC-style ads? When created in TikTok First style, the ad’s stopping power increases by 17%.

            2. What can earned attention and emotional connection do for your brand? Skippable ad formats like TikTok represent true eyes on the screen. Viewers truly see what they look at, as opposed to just gazing over it. 

            For content that achieves high emotional reach (>30%), it is noted that there is a 25% uplift in brand uniqueness, a 15% uplift in likeability, and a 14% uplift in improved brand opinion.

            3. The story behind the Scotch-Brite success story and how they did it. EyeSee study “TikTok ad magic: A performance study” shows that Scotch-Brite ads, created in a TikTok First manner, achieve an impressive stopping power of 76%, significantly surpassing the North American benchmark for the CPG industry.

            4. What are insight-based guidelines for using the most powerful TikTok effects? There is a 19% increase in brand interest and a 23% increase in brand opinion when the TikTok First ad contains effects such as emojis and stickers.

            But if you want to know the power of music, voice-over, ASMR, product display, and what the recommended narrative approach is, check out the full “TikTok First Content Guidelines for Powerful Ads” white paper now. 

            Eager for more? Read the blog about replicated feeds for authentic behavior here.

              Key learnings from Lunar New Year pack designs that drive purchase  

              Posted on by sandra

              by Xinyu Tok, Senior Insights Manager at EyeSee

              Growing up celebrating the Lunar New Year, I treasure memories of getting new clothes, cousin playdates, red packets, and indulging in festive snacks, sweets, and drinks. Our home was adorned and filled with an array of treats in red containers (both sweet and salty), along with a colorful lineup of soft drinks for guests. Just reminiscing about these moments fills me with joy.  

              However, having been in the market research industry for more than five years, seeing the display of festive treats in stores and homes this Lunar New Year got me thinking about their pack designs and how they influence me as a consumer. In EyeSee, we always ask three main questions about the product we are testing.

              Will the consumer: a) see it, b) like it, and c) buy it?

              So, I wondered how special occasions such as the celebration of the Lunar New Year impact consumer behavior. When a brand invests in a special edition package, will it indeed be: seen, liked, and bought? 

              Being visually salient and distinctive is a real challenge 

                Not only that, consumers see it as a sea of festive red Lunar New Year treats, be they on the shelves, product listing pages, or shopping catalogs. While being in line with the festive color, products have the difficult challenge of capturing attention and attracting consideration. Personally, the shelves for Lunar New Year festive treats tend to be a blur in my visual background as I go about my shopping tasks.

              A recent exception is when I came across a Hello Kitty branded festive snack that is certainly distinct from others. Despite taking a double look, I placed it back on the shelf, as the Hello Kitty brand was not enough to convince me to purchase it.  

              Attracting attention is only the first step in making a purchase; the product pack or display must also be convincing enough in its offer, pricing, and claims to convert into a sale.

              Successful special edition products that ended in homes 

              Of course, there is no simple answer to the question above. How to stand out on the shelf when occasion dictates similar design package rules. However, in context, virtual shopping testing for highly predictive insights is always the first thing I recommend. But what we can do right now is analyze several products that actually stood out and were bought by me or my family members.  

              Minimalism that highlights traditional quality  

              While visiting my relatives, I noticed that many of their Lunar New Year festive treats are from the Ding Bakery brand. Yet, as you see below, the brand adopts simple packaging without outstanding elements.  

              What could be driving their purchase? 

              Going onto their product pages provided some clues. Take its pineapple tarts, for instance. Cues signaling their great taste had the effect of activating my craving for them! A close-up of the artfully displayed pineapple tarts, one half-bitten and the other held, provides powerful visual cues as well. The display of eggs signals the use of natural ingredients and is an indicator of quality. Flour, which is also lightly spilled, supports its freshly baked, delicious promise. Multiple credentials further back its claim of an award-winning taste.

              Connect emotionally with cultural elements but stay unique  

              When I gifted love letter snacks recently, I chose one from the Ming Ang brand with a beautiful tin design that emphasized its traditional handmade Nyonya recipe. Its latest Lunar New Year design features delicate colors and floral patterns that convey its Nyonya heritage. While the light peach, purple, or blue color palette may seem atypical of the Lunar New Year, the rich maroon packaging sleeve with gold embossing visually anchors the products with the festival – supporting alignment with cultural expectations.

              Even non-traditional sweets can be dressed for the occasion

              At EyeSee, we have tested Lunar New Year packs, and it showed that festive and culturally relevant designs stand out more in attracting purchases. Lunar New Year-associated elements in the form of colors, motifs, icons, and zodiac signs anchor products with positive festive emotions.

              It can seem like a tricky thing to achieve when snacks fall outside of the typically traditional type of treat. However, those brands can also integrate such cultural elements for greater relevance during the Lunar New Year celebration. One of my favorite examples is KitKat’s Lunar New Year tin. Its fiery dragon, alongside a well-appointed seal, conveys blessings of success in the new Year of the Dragon. On top of that, the wafers’ golden bar appearance is a relevant signifier of prosperity. And, what is a better occasion for customers to try KitKat with the flavor of orange than this? 

              In conclusion  

              As a festival rich in culture and tradition, Lunar New Year offers brands a wide arena to incorporate psychology and cultural understanding into interesting, meaningful pack designs. Visual salience and distinctiveness, activating the senses, and incorporating cultural elements are some examples of strategic approaches in line with the intricate nuances of our behavior during this festive season.  

              For more ideas on how your everyday or festive pack designs can stand out to drive sales, explore our blog, or podcast, or simply reach out to any of us.

              Wishing all a very blessed and prosperous Year of the Dragon! 

              Interested in reading more? Read about in-store display designs in the article Road to growth: Understanding travel retail consumer behavior.

                4 reasons why 2024 Insights in focus e-book is a research guide you need

                Posted on by sandra

                If you require insights and knowledge to help you achieve clarity on your brand’s growth and development, then the “2024 Insights in focus” e-book is what you need. Get in touch via [email protected] and it will soon be in your inbox! 


                Inside, you will find: 

                1. 8 case studies (about #social_media, #pricing and inflation, #NPD, #shopper and #HFSS, and more) 
                2. In-depth how-to articles on #planogram, #pack, #brand_blocking, and #E-commerce 
                3. Multimedia presentations on tools and research methods, including demos and webinars 
                4. Countless insights, statistics, and industry best’s quotes  

                This can help you better understand: 

                • Behavioral tech-enabled mixed methods frameworks with which you can test your: Pack, Planogram, TVC, Product Claim, Social Media Ads, Online P2P 
                • How to always be on top of the game with market trends and predictions
                • What answers in-context behavioral mix-method insights can provide you with that sole qual research can’t 
                • How to ask the right research questions for highly predictive insights 
                • How to leverage insight-based knowledge to improve your product, portfolio presentation, and communication 
                • What true consumers’ needs are and how to strategically act upon them 

                Grab your e-copy of 2024 Insights in Focus! Get in touch via [email protected] and it will soon be in your inbox! 

                Are you especially interested in Social Media Ad testing? Read here how to Build on social media ad impact with behavior-savvy strategies.

                  Insights from London to Dallas: The 2024 MR event season is on! 

                  Posted on by sandra

                  Unsure if you’re maximizing the potential of your existing research framework? Your research needs range across multiple consumer touchpoints, both in-store and online – from Planograms, over Pack and Claims, to Path to Purchase and Social Media Ad testing and you want all those testing options in one place? Then it is about time we meet for coffee!   

                  The best part is that if you are in London or Dallas this month, you can meet with EyeSee’s top Business Development Directors, Nicole Tudosie and James Howitt (London) and Cliff Kane and Koen Philippaerts (Dallas). Let’s exchange knowledge and figure out how to elevate the consumer in-store experience while also keeping the cost-of-living crises and movement in the e-commerce scene in mind.   

                  Here are the conferences where we will keep an eye out for future trends and learn from the best in the industry!

                  LONDON Shopper&Inisghts behavior conference: 1 day, 26 Speakers, 9 Hot Topic Shopper Panels

                  If we are asked to pick only three panels we will attend from the Shopper&Inisghts Behavior Conference packed agenda, it will be the following:  

                  1. TACKLING THE COST-OF-LIVING & RISING INFLATION  

                  Unfortunately, the cost of living crisis is still ongoing, and we did two pricing studies on this topic and one meta-study based on 250 studies in the FMCG category about pre-pandemic and post-pandemic consumer behavior. We are eager to compare insights and results!   

                  1. OPTIMISING IN-STORE SPEND & ELEVATING ENGAGEMENT  

                  Recently, we were inspired by travel retailers to think about and tackle this topic. How can we make the in-store experience as engaging and fun as possible, and what can we learn from the way travel retailers organize creative product displays and ways of promoting goods and services? You can warm up to that article by reading it here.

                  1. UNMISSABLE RETAILER INSIGHTS & COLLABORATIONS  

                  Well, it is always great when big retailers such as Tesco and manufacturers meet in one place and discuss their successful collaborations! And of course, we all want to know the answer to the question – how can you ensure your category, brand, and product are indispensable to retailers today?  We grappled with this topic in this piece about brand blocking, as well.

                  DALLAS CMA|SIMA & QUIRK’S DALLAS: 1 city, 2 major conferences, 4 days in a roll

                  As our mentioned meta-study revealed, the cost of living crisis in the FMCG category impacted the US market way less than the rest of the world, almost insignificantly. Maybe that is why, on the main page of the CMA|SIMA Conference site you will find the following: This year’s conference theme is “Trailblazing Retail’s Bold Future” as the industry collectively returns to an innovative mindset after a long period of disruption. Did someone mention innovation and NDP testing? Count us in!   

                  And just after we see what is cooking in the category management insights departments, we will be ready for a much broader insights industry landscape presentation at QUIRK’S DALLAS Conference.   

                  It is even harder to have a favorite pick at any Quirk’s conference, but this is our take:  

                  • How top CPG brands like Coca-Cola, Carlsberg, and Nestle use AI to guide, predict, and improve their innovation success 
                  • How Kraft Heinz is reimagining research through mobile-based conversational techniques 
                  • Building brand trust with consumers in an uncertain world by Visa 

                   We hope our paths will cross soon, but if you miss us at Quirk’s Dallas, make sure to be at Quirk’s Chicago, we will host a special guest there. Stay tuned! 

                  Eager to learn more? Read about Insights as the Lighthouse Industry of the Global Economy here.

                    Build on social media ad impact with behavior-savvy strategies 

                    Posted on by sandra

                    By Minja Stojanov, Internal Business Development Director at EyeSee

                    As of 2022, the average daily social media usage of internet users worldwide amounted to 151 minutes per day, and Western Europe had a 79 percent social media penetration rate, topping the ranking of global social media usage by region since January 2023, Statista reports say. Not to mention that 81% of people between the ages of 30 and 49 actively use at least one social media site. 

                    Numbers cannot be more clear; social media are officially an integral part of all our lives. They are places where we connect, inform, share advice and experiences, and sometimes even make direct purchases that are available via the emerging possibilities of social shopping. What is particularly interesting is that, recently, Instagram has been offering analytics, even to private profiles.   

                    All of this indicates that there is a strong need for true social media influence to be understood.

                    Social Media Analytics VS mix of behavioral and traditional testing methods 

                    However, are social media analytics sufficient to understand how content affects us and how it works? If we imagine brand managers who are budgeting for content production and strategy for the coming year and want to use analytics to determine the success of previous years’ social media ads, what insights would they have? Are the numbers showing the reach of some ads sufficient to determine whether the audience engaged with the ad or the brand in any way?   

                    For reliable and valid insights, it is crucial to use a mix of behavioral and traditional methods focusing on consumer behavior in the timeline and its impact on sales uplift.   

                    • Eye tracking allows granularity into which ad elements are seen and which are often missed. Analyzing the social media heat map is highly beneficial for the placement of key ad information.  
                    • Facial coding identifies whether consumers are engaging with your brand by analyzing their emotions through facial expressions. 
                    • Surveys help uncover what the ad impact on brand metrics is. When we combine Facial Coding, Eye Tracking and Survey results we get what the true ad impact on consumers was and more importantly WHY.  
                    • Virtual shopping provides a direct link between the performance of an ad and in-store purchase behavior with the help of realistic simulated store environments that tap into authentic consumer behavior. 
                       

                    Main KPIs and benefits of replicated media Feeds 

                    Did you know that people’s average focus per post on Facebook’s timeline is 4.1 seconds, 2.7 on Instagram feed, 3s on TikTok, and that for Facebook and Instagram, there is a 19% decrease in visibility when an ad is lower in the feed?  

                    For uncovering the sophisticated differences in behavior that would go undetected with traditional social media analytics, research tools such as replicated social media feeds and the right thought framework are crucial.  

                    That is why here are the metrics and KPIs you need to know about your ad performance: 

                    a) Ad breakthrough: 

                    1. Visibility –  how many users have actually seen your content? 
                    1. Attention – how long do they watch it for? 
                    1. Video retention – what are the usual points where you start to lose them? 

                     b) Ad emotional engagement and brand impact:  

                    1. Emotional reach – is the ad resonating with them? 
                    1. Survey KPIs – does it fit with the brand, and do users like it? 

                     c) Ad sales impact: 

                    1. Sales uplift – does the ad impact sales? 

                    Building brand success on best practices and creative guidelines 

                    If we go back to our imaginary brand manager from the beginning of this article, one might rightfully ask: How can I benefit from the knowledge of the campaign that is already done? 

                    Imagine how much time you would save by not having to go back and forth with briefing the creative agencies and influencers but having all the insights along with content recommendations and a set of rules in one best practice playbook.

                    In conclusion

                    If you are interested in learning more, I advise you to reach out and ask us for our global study, a meta-analysis of almost 60 ads from 20 brands called “TikTok Global Study: Creative that Works.”. Or you can find a brief overview here and take it from there.   

                    This study gave us, our clients, and TikTok, not only valuable insights and creative guidelines but it proved that social media campaigns are efficient across industries from FMCG, OTC, Personal and home care, and all the way through Durables and in some cases even Financial and other services.  

                    But, no matter the industry, one thing is certain: you want your brand to be where your consumers are, and you want it to be part of their lives. In that process, social media is a crucial component of your brand’s social life among its consumers, and it needs to be done right. A best practice and creative guideline playbook is a tool one needs for that.

                     Eager for more? Read how to: Capture their attention first, and the ‘heart’ next: attention & emotions in social media advertising

                      Thanks for your interest!

                      We”ll get back to you promptly