Tag:  case study

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!

    Universal Robina x EyeSee: the secret to a successful TikTok campaign  

    Posted on by sandra

    By  Xinyu Tok, Senior Insights Manager.

    In the previous article, we already stressed the strong impact that TikTok has on consumer purchase decisions as well as the reach that sponsored content can have if done properly.    

    The figures speak for themselves:   

    • 71% of TikTok users stop and watch the first three seconds of the video 
    • 56% of each sponsored piece of content is seen on average 
    • 73% of TikTok users like the ads that they see  

     As we explained, we tested 60 ads from 20 brands across markets and industries such as FMCG (Fast Moving Consumer Goods), Beauty, Insurance, Fashion, Technology, Automotive, Retail, etc. TikTok simulations, standalone ads, and surveys were tested among 7280 respondents. All of the respondents were TikTok regulars who had purchased items from some of the categories in the previous six months. You can request the study walk-through at [email protected]

    Universal Robina is a great study example since their FMCG portfolio is impressive, and they turned out to be one of the winners in the game of TikTok. Let us take a closer look at the testing process and the outcomes.

    What works better: native versus heavily branded approach

    When it comes to ad style, brands typically choose between two options. They either create a single video and distribute it across all platforms, even though each platform has its own set of rules, or they assume that the native approach will win. Of course, creating a single video for multiple platforms is more cost-effective, but the native approach yields better results on a specific platform. However, both of those theories have their ups and downs, and the key is to test them, preferably in a simulated digital environment. By using natural and unforced exposure of the stimuli in an environment as close to reality as possible, we get an objective and accurate insight into the actual ad visibility.  

    In the TikTok simulation, respondents saw three videos: an advertisement for Great Taste, Cloud Nine, and Jack’n’Jill. We also consider the focus (time spent on the screen), retention (percentage of people who watched the video), and stopping power (percentage of people who stopped to watch the video) of tested ads.  

    Great Taste and Cloud Nine ads performed better than Jack’n’Jill in terms of focus, with 8.6s vs 7s; however, because Jack’N’Jill used a more native organic approach, it performed better in terms of retention and stopping power. (77% vs 57% and 86% vs 74%).

    But does this necessarily imply that Jack’N’Jill performed better in terms of brand visibility? Not necessarily. With the organic approach, there is always the risk that the video will be insufficiently informative and that the key message will be missed.

    What prompts TikTokers to recall brands more?  

    It is important to note that not only are all three tested stimuli different in style, but they also place the product in a different place in the timeline. Great Taste and Cloud Nine commercials have great dynamics and upbeat music, and the Jack’N’Jill approach is more raw and native; however, both approaches scored good brand recall, with only 2% of the difference in favor of Jack’N’Jill (74% vs. 72%).   The key finding, however, is that watching the entire video increases brand recall by 35% compared to viewing only half of it. 

    Key findings  

    Universal Robina ads performed extremely well, so one of the key takeaways is that they should maintain TikTok content style while also maintaining their core brand attributes. They succeed in keeping users’ attention by using upbeat music and video dynamics, and they get their message across.

    Oversimplification of the video should therefore be avoided. Because user attention is difficult to maintain, quick changes of scenery rather than just one setting are preferable. And, as previously stated, a native approach is not without risks, so whether it is appropriate for your brand depends on the strategy and campaign goals.

    However, to see the full results of the Universal Robina study and to learn more about post-pandemic shoppers, watch the video below. There you will find the full presentation that debuted at the Asia Research Breakfast, which we were fortunate to attend as guest speakers. Also, don’t forget to acquire the whole study walk-through at [email protected]

    Interested in reading more about global TikTok study? Click here.

      Tap into hidden potential with new TikTok creative insights

      Posted on by sandra

      TikTok is an undeniably influential social media platform with significant untapped potential for sponsored content. Following the pandemic, our habit of using TikTok remained strong. The app enjoys one of the highest user retention rates globally. An incredible 81% of users say TikTok videos influenced their recent purchases. That is why it is becoming increasingly important for brands to understand how to create effective ads that resonate with their consumers.  

      According to our most recent two-wave global study, we discovered that 71% of TikTok users stop and watch the first three seconds of the video and that 56% of each sponsored content is seen on average. All of this is supported by the fact that the ads are liked by 73% of TikTok users.

      These figures show that sponsored content has every reason to thrive in TikTok’s digital environment. However, brands are still not using their full potential. This study not only invites you to use TikTok to empower your brand, but it also gets deep into what you must keep in mind while doing so. If you are interested in getting an expert walkthrough of the study, write us at [email protected]  

      Methodology

      As previously stated, we tested 60 ads from 20 brands across markets and industries such as FMCG (Fast Moving Consumer Goods), Beauty, Insurance, Fashion, Technology, Automotive, Retail, etc. TikTok simulations, standalone ads, and surveys were tested among 7280 respondents. 


      This research is built on the following key pillars:    

      • Ad stopping power (tested the ads in a simulated TikTok environment that provided us with browsing insights)    
      • Ad retention (tasted by exposing respondents to a simulated TikTok environment)    
      • Ad emotional reach (tasted by exposing respondents to standalone ads and utilizing face coding methodology)    
      • Ad likability (tasted by exposing respondents to standalone ads and utilizing face coding methodology)    
      • Brand recalling (to learn % of respondents who remember seeing the advertised brand when prompted, we used the survey method) 

      The challenge of TikTok advertising

      Why don’t brands use TikTok more? This is the imposing question that arises when we look at the numbers that show the untapped potential. On one hand, we have the answer that for brand managers, it is hard to follow the ROI once they invest in TikTok ads. They are unsure how to follow the path and make a clear connection, or better to say, they are unsure how to follow the path to purchase from the TikTok ad to the shopping cart. 

       On the other hand, even when clarity in that field is gained, the questions of how to approach strategy and what works best remain. There are questions about what will work better – the native approach or strongly branded videos that will also work on other platforms; what is the reach of animation as the dominant style; and is co-branding the way to more followers and engagement or the way to poor brand recollection? 

      This study answers all those questions and beyond. For example, animated video ads, those containing any kind of computer-generated imagery, will improve brand opinion by 23% and increase brand interest by 19%, while elevating the positive emotions about the brand by 20%.  

      However, brands must be careful; there is a chance that they will be seen as less informative than conventional videos if the message and narrative in them are not constructed carefully.  

      The golden rule for unlocking the untapped potential 

      What is great about this report is that it contains a lot of simple facts that must be considered in future ad planning. For example:   

      • If the ad lasts up to 10 seconds, it has a 71% higher chance of being fully viewed.  
      • A video that lasts up to 10 seconds has a 38% higher chance of being liked.  
      • If the brand lasts up to 10 seconds, it has a 15% better chance of being remembered.  

      This is an example of an insight finding that makes a strong recommendation that is universal around the world. However, in this report, there are far more complex recommendations that necessitate a thorough examination of both specific brand values and the TikTok environment. 

      All of this is only the beginning. If you want to learn more, send an email to [email protected] and we will provide you with a video expert walkthrough of the study. Not only will you get the big picture and the future framework for making strategic TikTok ad planning decisions, but you will also be able to formulate specific questions for your specific pain points, which we will gladly assist you with.  

      Request access to

      TikTok creative study findings!

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

        Post-pandemic consumer: restraints strengthen cravings    

        Posted on by sandra

        by Mirna Djuric, Product Capability Director at EyeSee

        The world has gone through quite a few disruptions over the last three years. According to CPS GfK over 60% of European households are in or close to a serious budget squeeze, with Western European countries, especially on the rise. Nearly 2 in 3 consumers declare to cut their out-of-home (OOH) spending, including visiting restaurants and bars, buying clothes (-48%), as well as gifts, decorations, and takeout/delivery (all at -46%).   

        But even though shoppers are more focused on preparing meals at home, the EyeSee meta-analysis shows that the food part of FMCG has suffered the most. This meta-analysis is based on 250 studies in the FMCG category. Samples ranged from 50.000 to 150.000 respondents per method, spread over 4 geographies – US, Europe, APAC, and Latin America. They included methodologies such as Eye Tracking, Facial Coding, Virtual Shopping, and surveys, and they were all done in highly realistic shelf environments that, 95% of the time, matches actual shopping behavior.   

        After gathering all the data, it was grouped into pre-pandemic (2018 and 2019) and post-pandemic and all subsequent events (2020-2022), and eventually compared.  

        Food category products are more likable but less bought  

        It does not appear obvious that in times when shoppers are spending more time preparing meals, food would be the most crisis-influenced category in the FMCG category. However, if we remember that one of the key takeaways from the EyeSee pricing study was that the main goal of shoppers is to spend as little as possible, even if it means buying smaller packs of products and getting less value for their money, we may be able to gain a better understanding of this type of behavior. Food products are the ones we buy every day, and we can see their price increases getting higher and higher, whereas, in other non-food categories, we do not buy as frequently, so we do not have a sense of their impact on our overall budget.  

        However, when shoppers are directly asked about the products, they will react positively and describe them as highly desirable, keeping in mind that we all want to resume our pre-pandemic lives as soon as possible. But what they will buy is a different story.  

        In the food segment of FMCG, both consideration and penetration rates have decreased by more than double. Simply put, fewer people are buying fewer products, and competition on the shelf is fiercer.   

        Shoppers’ exploratory behavior has also decreased, and individual SKUs and brands appear less visible on the shelf. Shoppers appear to spend more time finding exactly the product they intend to buy and less time exploring other options.  

        Visibility in the first 5 seconds dropped significantly, as did attention to the key zone, meaning shoppers’ exploratory behavior decreased and they are possibly spending time on shelves analyzing price tags instead of browsing products.  

        However, the likability of products significantly increased, meaning they were found to be more and more attractive and relevant.  

        Is e-commerce a saving grace for FMCG in the US? 

        With increased e-commerce spending, we can expect that FMCG in the US will potentially remain healthy. It is also interesting for this market that on the pack navigation, the US stands out by brand importance.  

        This is the only region where brand logos are gathering more consumer views. Like other markets, secondary images lost visibility while claims gained it. This suggests shoppers want to be more certain they are getting the product they intended to buy beforehand, meaning shopping is more targeted.  

        Very similar patterns are evident in the European markets as well; although actual shopping hasn’t yet universally decreased, there are indications that shoppers are more cautious (relying on tried-and-true brands) and therefore less exploratory.   

        The nonfood category remains stable but claims gain importance  

        Even though non-food products are still in the same or similar demand, and even though post-pandemic cravings among shoppers are strong, when spending money in times of crisis, they may feel the need to justify their spending, so they will turn to claims and question them, having more information now than during carefree pre-pandemic times.  

        This higher level of caution is confirmed when looking into navigation patterns in the non-food category. Claims have gained significantly more consumer looks resulting in a 50% increase in claim visibility. Other pack elements, particularly imagery, both primary and secondary, suffered in consumer attention.  

        Our packaging and claim expert, Tijana Lukic, provides more context in terms of what post-pandemic consumers look for in the non-food category.  

        “End-user benefits are most important, and the more specific and concrete they are, the better.“ She also notices that shoppers have become true experts, they are knowledgeable about ingredients, their benefits, and their risks, so they choose cautiously.   

        “Shoppers are open to innovation in this category still, but they need to be educated by the pack design about what the innovation brings for them. So, the concrete benefits are appreciated. Sustainability of the product is important, but it hasn’t exited the nice-to-have category yet in most non-food categories.”  

        Latin American market can expect further decreases in FMCG   

        In the Latin American market, on the other hand, shelf purchases significantly decreased, but not only that; consumers are consciously saving. Even stated purchase intent, which usually lags the actual purchase, shows a decrease in this market. This suggests we can expect further decreases in FMCG in LATAM.    

        Conclusion  

        With all of these insights in mind, it is evident that different markets show different results depending on their strengths and weaknesses. However, the pressure of one crisis after another can be more or less felt everywhere. Even though the average consumer wishes to go back to his previously carefree life and spending, their budgets simply do not allow it.   

        From the producer’s perspective, category leaders are under more pressure than ever to sustain their market growth. If you are interested in this topic and want to learn more, register for GreenBook X EyeSee webinar on How Category Leaders Adapt to Post-Pandemic Consumer Behavior here – https://bit.ly/3Kwcs7D 

        Interested in findings from our pricing studies from the US and which categories have we researched? Read all about it here or you can check out the full webinar featuring Heather Graham (Director Client Service @ EyeSee), Sasa Radojevic (Sr Shopper Insight Manager @ EyeSee), and experienced retailer & Awarded 2022 Top Women in Grocery (TWiG) Raina Rusnak.

          Spicing the plant-based market up: The rise of alternative protein among consumers

          Posted on by EyeSee Research

          Written by Mirna Djuric, Innovation Director at EyeSee.

          Get access to the full plant-based study report at
          [email protected].

          Vegan-friendly products are gaining popularity despite the almost equal and opposite force of the increasing popularity of keto and other high-protein diets. How will we combine the two? Cue: alternative protein.

          We’ve seen sales of alternative protein products increase steadily over past years, but how is the category developing – are vegans finally getting options for a variety of diets or are regular meat eaters dipping their toes into vegan foods?We ran a passive tracking study following the online behavior of 75 meat eaters over a period of 3 months in the United States. With their permission, we recorded their browsing histories and selected food-related online behavior. Here’s what we found.

          More about Passive Tracking:

          Passive Tracking is the first step in the holistic understanding of the consumers’ path to purchase. This exploratory phase provides us with valuable insights into consumers’ natural behavior (not claimed) when searching the category and brands online. After consumers’ consent, we are able to analyze respondents browsing history in the past 30, 60, or even 90 days. Passive Tracking provides answers to some of the most common client questions related to category online behavior:

          • Which touchpoints are most frequently visited when searching for category online – retail websites, expert websites, brand/corporate websites?
          • What is the typical number of visits?
          • Where do visitors come from (which websites)?
          • Where do they land on the retailer’s website?
          • What are the most relevant search terms and queries in the category?

          A whopping 43% of shoppers are interested in plant-based

          That is to say that plant-based products are a far cry from being a specialty food intended for vegans, but quite the contrary – it is an everyday food choice among many others regular consumers make. To confirm this finding, we asked 1000 respondents directly through a questionnaire whether they have tried these products and if they are willing to – recording a similar result, we found that ~35% of consumers have already purchased and consumed plant-based products, while another 40% are willing to do so. Great potential is still out there to grow the category further. Given our findings, there are reasons not to keep plant-based products anymore in specialty aisles, moving them to the regular aisles next to their animal-based counterparts would benefit consumers and brands alike.

          Speaking from a climate change perspective, animal products are among the top 3 culprits contributing to greenhouse gas emissions, and after all, we don’t need a handful of people doing the change completely, but we need billions doing it partially – these findings suggest we may be on the right course.

          A reason to curb optimism: plant-based related online behavior, albeit widespread, is still under around 1.5% of all meat and food-related visits these consumers had. This is quite a small percentage that will hopefully grow in the future, but for now, we can consider this a trial behavior among meat eaters.

          Shoppers both learn and buy the category at the same place – retailer website

          Retailers’ websites are the most visited addresses related to plant-based products. 65% of the sample we followed visited an online retailer in search of vegan/plant-based products, with little research beforehand or after the visit. Retailers’ websites are probably very good at both informing the consumer and selling the product at the same time. If brands are looking for where to start reaching out to shoppers, their own PDP on popular retailers is already a good choice.

          Around a third of the sample visited any food-related blogs searching for information on plant-based alternatives, and even fewer went through search engines like Google or Bing. Given the nature of visited blogs (most of them recipe blogs), consumers most likely encounter a product on a retailer’s website and search for recipes and inspiration on blogs.

          Restaurants are still growing in representation, with only 10% of the plant-based visitations, but it is comforting to know they are being explored for plant-based options too. We may expect this will grow as the category gains importance.

          Dairy is still king in the plant-based food category, but full meals out-beat meat

          Meals like soups, chilis, curries, and burritos are even more frequently searched for than meat substitutes, which may be an effect of familiarity. These are still majorly the same meals we’re used to with one or two ingredients switched out. A plant-based burger patty, sausage, or chicken nuggets may be expected to have a too different of a flavor, so it may be saved for latter trials.

          Dairy is still the most frequently searched and a good entry point to the category. This may well be a spillover from brick-and-mortar, where dairy plant-based products were the first ones to earn a spot in regular aisles. From what we see, they carved themselves a space next to animal dairy in consumers’ minds too.

          Mainstream brands should step up the plant-based game

          Plant-based specialty brands are still the most popular, there is space for mainstream brands to innovate in plant-based options.

          When looking at which PDPs shoppers visited for plant-based products, the top of the table is still reserved for native plant-based brands. Not as unexpected, keeping in mind that although many brands invest in plant-based products, not many of them are mainstream USA brands, according to the FAIRR report.

          For brands considering entering the category with new products – think about known (familiar) products where only one ingredient is animal-based. Personal health is still more important than environmental impact (based on researched topics in the sample), so when it comes to communication, it should be emphasized first.

          And, of course, if unsure how will the targeted audience react, testing is the way, regardless of the product’s development stage. Testing can help while still prioritizing ideas, selecting concepts for further development, and of course, when the product is fully developed, including packaging.

          In conclusion

          We can safely conclude baby steps toward the popularization of alternative protein options have been made: a significant portion of people have already tried them together, with a big portion having a low barrier towards the category. This gives a good reason for developing more plant-based options targeted at mainstream shoppers, the whole category is ready to exit specialty aisles as well as decrease the premium pricing it often encompasses.

          There is a way to go still: although wide, interest in plant-based protein is not deep, which we can expect to change in the future as options grow and more mainstream brands innovate in the category.

            One approach: Ten studies that pushed the boundaries of consumer research

            Posted on by EyeSee Research

            EyeSee is turning 10 this year! To celebrate this decade of insights, innovation, and studies that pushed us forward – we have collected and hand-picked our most memorable studies and learnings over the years. From projects with clients like Twitter and Smurfit Kappa to self-funded studies tackling topics we knew were worth exploring – strap in for an insightful journey ahead as we look back at the 10 behavioral projects that helped us grow, expand our knowledge and tech and ultimately transform the approach to traditional consumer research:

            1. Getting sustainable products just right

            86% of consumers want to go more eco-friendly – so what’s stopping them? In this study, we set out to understand how brands could support their consumers by developing powerful communication and product claims and identifying categories that lack ‘greener’ alternatives – with quite a complex behavioral framework. The comprehensive undertaking included an in-depth look into who the green buyers are, which claims are most appropriate for use on product packs, and what makes an impactful kind of social media posts work best to inspire eco behavior and more!

            2. The price of consumer confidence under inflationary pressures

            With the transforming global and economic climate came shaken consumer confidence – and the high price points on the store shelves are palpable to both shoppers and marketers. The previous experiences with recession periods showcased that shoppers react differently across categories and markets making it clear that it is vital to feeling the consumer pulse in the changing setting. So to help brands operate in it, we turned towards understanding the current shopper behavior and assessing the best strategies to cope with ongoing inflation for both CPG and retailers – like, when do consumers opt to stay loyal to the brand and when do they switch to the alternatives?

            3. A tree is best known by its consumer decisions

            Do you know how shoppers decide which product ends up in their cart? We wanted to know too! So to do that, a behavioral component was added to well-known research tools: decision trees. This led to a complex meta-analysis on over 35000 respondents from dozens of projects across FMCG industries – which also included a comparison of survey results and virtual shopping data to determine just how unreliable surveys can be in mapping out consumer decision-making. Learn just how different behavioral decision trees are different to standard studies, what it takes to extract the biggest ROI from decision tree research and who benefits the most from these studies – and why trusting what consumers say is much more dangerous than you might think!

            4. Hitting the mark on socially conscious advertising

            Great social media content has the power to trigger a reaction in under 2.8 seconds and significantly impact brand perception. Yet when it comes to socially conscious advertising – getting the right tone and message can be a hit or, more often than not, a miss. So, our best researchers turned to behavioral insights to uncover just how crisis messaging should be done and how it affects brand equity. Check out the results of one of the most extensive mobile behavioral studies that was conducted on 1800 respondents in a simulated Instagram environment and learn how to nail your brand’s communication while tackling highly important social topics.

            5. Driving sales with in-store display optimization practices

            Just how powerful are point-of-sales displays in the store? Well, they can boost sales by as much as 20% when done right. We joined forces with Smurfit Kappa to pinpoint what drives in-store visibility, attention, likability and share of shoppers – by testing more than 400 POS materials on +60,000 shoppers across 15 countries worldwide. As it turns out, the best-performing display is 4 times more visible and could increase purchases 7 times more efficiently than the worst-performing ones. So, if you are developing in-store material that needs catch the attention in a crowded supermarket – these best practices are for you!

            6. The secret behavioral sauce of successful innovation

            Every brand knows the staggering statistic that over 90% of new products and innovations fail when launched – but the pressure to continue the development never ceases. To empower brands in their innovation endeavors, our team of researchers sought to showcase what a Market share estimation study looks like. What the study on introducing and measuring the success of a new product aimed to do was verify how the behavioral NPD solution fares against real-life sales data. If you have new products in your pipeline, this study is a must-read as it covers:

            • How to leverage the latest behavioral tech to ensure a successful new product launch
            • The new product opportunities to tap into in both brick and mortar and across digital platforms
            • All the crucial steps brands should take when going into innovation development

            7. From in-context testing to winning social media ads

            As news around Meta, TikTok and now Twitter continues to take the headlines by storm, the already tumultuous space of social media, where users scroll at a speed of 1-3 posts per second, has raised new concerns for advertisers and marketers. But, some social media best practices are evergreen. And so we have compiled a data-driven guide for making sure your ads are worth the investment and more importantly, captivating for the viewers. Since there are so many different things to have in mind when starting to test your social media ads, we have also included the most impactful things you should focus on from the start and which ones you can include if your budget allows it!

            8. The precious 6-second ads w/ Twitter

            Social media feeds are one of the hardest clutters for brands to break through – especially with the ever-growing percentage of mobile users. With this challenge in mind, we teamed up with Twitter to determine the optimal ad-viewing length by replicating Twitter feeds and studying user behavior in a controlled environment with reliable behavioral methods. The learnings were game-changing and led to Twitter introducing the 6-second biddable video ads on their platform! The study uncovered that these short-form and branded videos, with the sound turned off, have a much stronger ad recall on mobile than traditional TV commercials we are used to seeing – revolutionizing the way advertisers approach social media ads.

            9. Wrap it up with some holiday insights

            How will inflation impact this holiday season? Regardless of the current sentiment, many are expecting growth in sales numbers. And from festive advertising to online and store touchpoints, there are plenty of opportunities to get shoppers into the holiday purchasing spirit! We compiled our best behavioral learnings (did you know that using logos in festive ads boasts a 133% higher brand recall?) from multiple advertising, shopper and digital studies with a goal to help prepare your strategies for 2023 – cause we know that omnichannel optimization and a seamless cross-channel experience is something that is vital for success with shoppers all year round!

            10. Twitter’s look into the powerful role of gender in sports ads

            How does gender portrayal in (sports) ads impact the performance of the creative? To uncover what it means for brands to tap into uncharted territories with their advertising, we once again joined forces Twitter and explored the impact of gender representation in sports ads – and found some unexpected results, such as:

            • Women are taking the lead – both traditional and non-traditional gender roles in ads outperform their male counterparts
            • Ads with male athletes just don’t do the trick anymore! They’re less credible and empowering – men are looking for more relatable role models
            • Cultural relevance is crucial to a consumer’s purchase decision and correlates with performance on brand effect metrics


              Feeling the consumer pulse: Confidence and sentiment amid crisis

              Posted on by EyeSee Research

              As reports of the plunging consumer confidence continue to emerge in the developing global situation and inflation becomes a challenge across the world – the critical question for marketers and businesses is: what will be the impact on shoppers’ behavior? In a comprehensive study, our team took a closer look at the shifting sentiment in new circumstances using a tech-driven approach leveraging virtual shopping.

              This is part two of a three-part series on global inflation and its impact on consumer confidence – check out part one and get the full report!

              How did we approach this complex question?

              The first wave of this study focused on the US market – but stay tuned for EU results! In order to gain an in-depth insight into consumer confidence, the study included two separate samples. One group was exposed to virtual shopping exercises, while the other sample completed a conjoint exercise – both followed by the same survey aimed to identify new patterns of behavior and understand shoppers’ perspectives on the current situation.

              When the prices change, consumers behave differently

              As inflation brings on new challenges for both businesses and consumers, many brands across industries are faced with pressures to change parts of their businesses in order to combat the effects of the uncertain economic environment. One such strategy is increasing their prices – but this comes with certain risks. For instance, if just some brands increase their costs and it is possible for shoppers to compare the price tags on the shelf, we’ve seen that the most price-sensitive ones walk away from the shelf. However, when the whole category increases the prices, comparison shopping makes the differences in pricing less obvious, so consumer behavior remains consistent. Another factor to keep in mind is how frequently a product is bought – and the changes across these categories are not to be amiss.

              Low frequency category: Body wash and dish detergent

              A noticeable trend for the low-frequency category is that shoppers tend to opt for a smaller package within the same brand. So, when deciding on a body wash and dishwashing detergent, they do stick with a brand they already trust but choose smaller volume packs. On top of this, the findings uncovered that the most significant drop in demand for this category was exactly with the bigger packages from the best-selling brands.

              What is important to remember here is when the best-selling brands are the ones taking the price increase, they stand to see the impact the most – but here the good news is that pack size can still play a role in consumer decision-making. 

              High frequency category: Bacon and Chips

              What happens when  the prices increase for the products that get purchased more frequently? We have noticed a general switch towards alternatives and exploration of different brands​ that didn’t change the costs. So, when talking about chips, most shoppers are quick to jump to a different brand altogether – and since there is a great variety of these products, they’re easily replaced. Therefore, price increase leads to a significant drop in brands’ penetration when 1/3 of the brands increase

              Another reason for the change in consumer behavior might be that the prices are more aligned across the category, so the price increase is easily noticed (3.99 or 3.59 as the standard price).

              Interestingly, the bacon category didn’t see ANY changes – there was no sensitivity to price increases, no switching between brands and the best-sellers remained the best, and some performed even better when the prices jumped.

              Volume changes are risky business

              So, if the price increases, shoppers tend to go for the smaller packs. But, does this mean that brands should decrease the sizes of their products? Well, this tactic can be risky in the long run since consumers might feel tricked if not properly communicated. 

              But there are 2 scenarios where it could be done – if all the brands in a category align and decrease the volumes at the same time OR there is such variation across the category that it’s really not possible to compare the different sizes easily. Overall, volume decreases are another strategy brands could leverage to tackle times of crisis, but keep in mind that consumers become more sensitive to any changes during these periods, so decreasing the volumes without transparent communication could lead to frustration.

              Shoppers would rather skip buying than go for Private Label

              Even when high inflationary pressures do not affect the everyday life of consumers, the biggest challenge brands have to deal with is remaining competitive – especially with the growing penetration of private label brands. With the appealing prices combined with the on-par quality of shopper-favorite products, private label packs have been making their way into consumer carts more and more over the last years.

              Now, in the changed global setting with higher price points, it would be expected that consumers would gravitate even more towards PL brands that are friendlier to their wallets. However, as mentioned above, shoppers actually prefer to stick to the brand they already use rather than trying to find alternatives and switching to a completely new private label product. 

              This is particularly true for the low frequency category – since consumers buy these less regularly and the tested products were for personal care, it makes sense that they want to continue to buy the ones they trust and know perform well. More good news for brands is that the findings showed that sales for the private labels actually stay consistent throughout different price increase scenarios – meaning there is no migration of shoppers!

              If you want to hear how experts at Kraft Heinz are navigating the crisis, make sure you check out the entire webinar:

                  Keeping up with the latest crisis: Consumer confidence and pricing sensitivity

                  Posted on by EyeSee Research

                  Co-written by Vinay Rao, New Business Development Director, APAC at EyeSee. 

                  Two years into the pandemic, the world is faced with another crisis – and the shake in consumer confidence could be felt across all markets. As the gas prices reach record highs, so do the concerns about the cost of daily lives. The long lines at the supermarkets at the start of the pandemic were replaced by queues at the gas stations across the world. The surge in consumer confidence was evident. So what is the first step brands should take to stay on top of this new global complex environment?

                  Every crisis has unique qualities

                  All the new pressures of this crisis have led to similar challenges brands had to make two years ago – shortages, supply chain issues, and consequently, prioritization of product distribution. Due to this, brands had to make complex decisions in terms of trimming their portfolio, reducing pack sizes and counts, or shifting pricing at the same time.

                  Relying on past data is simply not an option now when pricing sensitivity is fluctuating and consumer confidence is unstable. Although previous experiences with different recession periods showed us the various consumer reactions across categories – it is brands’ reactions that are also changing the market landscape.

                  Shifting pricing and sensitivity

                  One of the go-to ways brands have been navigating crisis is by adjusting their pricing strategies due to production and raw material costs. But the biggest question lies in how does this impact consumer behavior? We’ve seen reports of prices doubling up across all industries, and consumers were spending more on groceries and items than the previous year until inflation – but now are mostly resorting to cost-saving measures and new purchase behavior. And our latest study showed that when 1/3 of products prices increase – price sensitive shoppers drop out and the value share decreases.

                  In the current climate of uncertainty, even loyal consumers can seek more cost-effective options. So, prices shouldn’t be the only thing that changes – rethinking the approach to promotions and marketing is a necessary step brands must take to ensure consumer trust.

                  Volume and size changes

                  Under the inflationary pressure, another strategy manufacturers and brands are opt for is reducing pack sizes and product volumes. Because the price of production of individual SKUs increased, downsizing products and distributing lower volume standards is a safe bet for brands – but this can be risky in the long run. However, our comprehensive study uncovered that there are two situations when it makes sense.

                  An effective way to de-risk the impact of both volume and price changes on shopper behavior is to understand how to feel consumers’ pulse in the right context and showcase the brand’s value beyond price.

                  Behavioral methods such as virtual stores offer precise insights into a realistic model of consumer behavior. In order to get a better understanding of the current buying behavior, EyeSee tested 4 different product categories in various shopping scenarios – including price and volume changes.

                    #FollowInsight: Finishing Women’s Month right!

                    Posted on by EyeSee Research

                    Introducing #FollowInsight – insightful sessions where we will cover all the latest insights brands should know about!

                    With many brands still using the traditional gender representation in advertising, the questions of societal change remain –  how are non-traditional gender roles perceived in advertising campaigns? Can they open new doors to social change while still improving brand equity?

                    In the light of Women’s History Month, we are looking back into how advertising portrayals of gender roles influence brand perception, viewer’s focus, and implicitly affect consumer purchase behavior – with three impactful insights from our work with Twitter. EyeSee’s Digital Insights Director, Morana Kristek, is tackling the sought-after insights that can help brands drive awareness and avoid advertising errors in the future.

                    Here’s a session with three essential insights – but make sure to check out the full study for all the insights:

                    Interested in social media in-feed testing? Reach out to us for more details at [email protected]

                      Virtual shopping: Why some categories are leaders in the green change – and how to become one

                      Posted on by EyeSee Research

                      Why do consumers opt to buy some products more than others – especially in the arena of sustainable alternatives? The truth is that the demand is there – 86% of consumers are open to trying more eco-friendly products! So, why don’t brands venture out and build more alternatives that satisfy that green consumer need?

                      In the final installment of the study on sustainable products, we focused on how different sustainable product categories perform on the shelf – and what it means for brands that are in the process of developing sustainable products.

                      Here are the previous parts of this comprehensive study:

                      Part 1: The green horizon: An intro to the green buyer and how to measure eco behavior
                      Part 2: Walk your talk: Strategies for choosing your sustainable product claims wisely
                      Part 3: Social media impact: How much does social media content impact actual shopping?
                      Part 4: Virtual shopping: Why some categories are leaders in change, and how to become one

                      Here’s a digest of the study set-up – The study included a curated selection of tested stimuli in replicated Facebook timelines with a scrollable feed, where in-context performance of all the posts tackling plastic pollution was tracked – and followed by standalone exposure. As explained in the previous installment, a mix of eye tracking and facial coding uncovered emotional engagement and visibility of social media content. This part was then followed by a virtual shopping task, where four different product categories were exposed to the respondents (energy bars, shower gel, toothbrushes, and toothpaste). There were six testing cells in total, with two control ones in which the respondents did not have exposure to the social media timelines but only completed a Virtual shopping exercise – to compare the effect of content tackling this very topic.  

                      Personal care products impact the whole eco-category

                      The purchases in the personal care category (toothbrush and toothpaste) were by far the most influenced by eco-aware advertising. Shoppers exposed to the scientific social media posts were considering and buying more ECO toothbrush products compared to the mass media, celebrity-endorsed and posts from the control cell 1.​ The respondents from both control cells were buying more regular, non-eco products than cells exposed to the scientific posts – indicating that when consumers don’t see their potential impact on the environment, they are not going to take action.

                      Interestingly, the personal care category is the only one in which not only the package is sustainable – but also the product itself. And on top of this, the packages of these products were clearly distinctive from regular products in terms of shapes, materials, design, making it easy for shoppers to spot them on the shelves. However, even though the virtual shopping task in control cell 1 featured shelf stickers that should make it easier for consumers to identify eco-products in the store, there are no significant differences in the findings compared to control cell 2, which had none. But this is where both retailers and brands can make all the difference in terms of creating, testing and optimizing in-store materials to help guide the shoppers in the green direction!

                      Another important note is that the toothbrush category had the smallest differences between the average price of ECO vs regular products – which is in line with the findings that the majority of people (50%) would purchase sustainable products if they were the same prices as their regular products. The bottom line is that if brands want to make a real impact, ‘sustainable’ should not become a synonym for premium and that the prices need to remain competitive and accessible to all consumers.

                      Consumers want different options to choose from

                      Aside from being friendly to the environment and the wallet, the tested ECO toothpaste products also included some established brands. We’ve seen that over 27% of shoppers stated they would buy more eco-products if they were from well-known brands, but still, many brands become sustainable players only when the demand for greener alternatives is high. So, while it makes sense to play it safe, it is undeniable that the need for these types of products will only continue to rise as consumers become more and more aware of the green consumerism impact.

                      Being brave and bold in developing new products can have a much higher impact if you are a big brand – and these innovations can reinvent entire categories. However, always keep the customer experience in the center of the product: how can you improve it as you make it more sustainable? Explore new products and categories, and if there are no current sustainable solutions in your category – there is a plethora of space for innovation.

                      So, how to become a leader of the ‘green’ impact? Here’s a handy checklist of our experts’ recommendations:

                      Ready to launch a winning sustainable product? Reach out to us at [email protected]!

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