Decoding shopper behavior: An in-depth guide for insights specialists

As insights professionals, our understanding of observed shopper behavior (rather than claimed or rationalized response as captured though traditional survey research) is paramount to the success of packaging design strategies. According to ongoing research, up to 95% of consumers make purchase decisions in just a matter of moments while standing in front of the shelf. They rarely engage in time-intensive comparison-shopping; after all, an average supermarket has upwards of 50,000 SKUs! This underscores the importance of designing packaging to excel at the "first moment of truth" to drive market success.

How then do you identify the crucial parameters for evaluating the success of a package? In this article, I provide a step-by-step walkthrough of a mix of KPIs that have been proven to accurately predict the best pack designs.

Visibility: The gateway to consumer engagement  

To address this, it is crucial to understand the physiological aspects that influence visibility, such as packaging colors, graphics, and structures that disrupt the shelf environment.  An additional point to bear in mind is that smaller brands or new product innovations often do not obtain optimal shelf placement (arm and eye-level placement) and thus may need to work even harder to attract attention.  Advanced technologies like the proprietary Eye tracking solution EyeSee employes provides valuable insight into how packaging draws consumer attention, enabling us to quantify its performance from a behavioral standpoint (rather than relying on ambiguous and less certain claimed recall metrics).

Findability: Promoting product location and seamless line navigation

Shopper confusion is detrimental to successful packaging. With limited time and cognitive resources (and the sheer effort required when shopping dozens of categories beyond just “your” specific one on a typical store trip), shoppers prefer products that are easy to locate and that minimize the time spent in product pursuit.

Effective shelf presentation, clear differentiation of product varieties, and leveraging visual brand equities all help contribute to easy and efficient product line navigation. By using behavioral research to understand how packaging affects findability accuracy and search time, we can identify potential risks and opportunities for improvement prior to introducing new designs or products to market.  As contextual considerations are key to understanding shelf navigation, incorporating shelf-based metrics into testing is critical for gaining a comprehensive understanding of packaging performance.

Consideration: Using communication to inspire consumers

Packaging serves as a powerful communication tool, inspiring consumers to choose specific products or brands over all others.  This is especially important for new products as only a select few receive communication support at product launch.

Effective communication creates a compelling connection that drives consumer consideration. Through innovative online testing methods like EyeSee’s implicit Reaction Time communication exercises, we can evaluate how well packaging conveys key product details and motivates consumer behavior. Combining rational metrics with extensive behavioral insights enriches our understanding of long-term communication impact.

Conclusion

As consumer insights professionals, harnessing the power of consumer behavior is crucial for optimizing packaging strategies. By focusing on 1) visibility, 2) findability, 3) communication, and 4) measuring behavioral responses, we can unlock valuable insights into packaging performance. Armed with these insights, professionals can shape strategies that resonate with consumers and drive brand success in a rapidly evolving marketplace.

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