Neuro Shopper Marketing Research combines neuroscience and shopper marketing to understand how consumers make decisions at the point of purchase and how to influence their behaviour.
Shopper Behaviour and Decision Making occurs at a split second, and is primarily an unconscious process. So in order to truly, understand why consumers make certain decisions, we cannot simply ask them about the experience, as they will simply make up a reasoning that is consistent with their values & desire of how they want to be perceived.
Our Shopper Marketing Research services tackles the burning questions behind why consumers purchase what they do, what do they notice first with their eyes, what happens in their brain when they do see it?
Armed with this data, you can tailor your Customer Experience (CX) around how the consumer really experiences the store, not just how they say they do.
People think we look at what we are interested in, but we are actually interested in what we look at.
A fundamental part of any Neuromarketing Shopper Marketing Research study Eye Tracking. Eye Tracking informs us which in-store objects and information are being focused on to the millisecond.
Answer questions like:
This information helps put a frame on how stores are navigated by consumers, how shelves or checkout areas can be laid out optimally to enhance the overall experience for the customer.
Understanding the cognitive activity of consumers at key points within your store can tell a very deep and rich story about the impact that specific design features, navigational objects, pieces of information or even products have on consumers.
Using EEG, you can explain how complex processes like mental effort and emotions fluctuate over the course of the shopper experience. This way you can identify what areas are highlights and where there is scope for improvement.
Here you can find some of the questions we are asked about Neuro Shopper Marketing Research on a regular basis.
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Shopper marketing is a field that focuses on understanding and influencing consumer behavior at the point of purchase. It involves identifying and targeting specific shopper segments, and creating marketing strategies and tactics that will influence their purchasing decisions.
Shopper marketing includes a wide range of activities such as in-store promotions, point-of-purchase displays, and product sampling, as well as digital and mobile marketing tactics that can be used to reach shoppers before, during, and after the purchase. It also includes activities such as category management, shopper research, and shopper insights, which are all used to understand the shopper journey and identify opportunities for growth.
The goal of shopper marketing is to drive sales and build brand loyalty by creating a seamless and positive shopping experience for consumers. It aims to create an environment in which consumers are more likely to make a purchase, by providing them with the information they need to make an informed decision, and by creating an emotional connection with the brand. This is achieved by understanding the shopper journey, identifying key decision-making moments, and creating marketing strategies that influence shopper behaviour at these moments.
Neuro Shopper Marketing Research is a field that combines neuroscience and shopper marketing to understand how consumers make decisions at the point of purchase and how to influence their behaviour. It uses methods from neuroscience such as brain imaging, biometrics, and physiological measures to gather data on consumer behaviour in physical retail environments.
The goal of Neuro shopper marketing research is to provide a deeper understanding of consumer behaviour and decision-making processes at the point of purchase, and to use this knowledge to develop more effective marketing strategies and in-store experiences that drive sales and brand loyalty.
A few potential Use Cases for Neuroscience in Shopper Marketing Research include:
By understanding the neural and physiological mechanisms that influence consumer behaviour, Neuro shopper marketing research can help businesses create more effective marketing strategies and in-store experiences that drive sales, increase brand loyalty and ultimately improve bottom-line results.
During a Neuromarketing In-Store study, we use a combination of Eye Tracking, and where relevant EEG, as well as feedback from participants through questionnaires to collect both the subconscious and conscious impact of the store experience on the individual's Cognitive and Visual experiences.
Interviews, and other qualitative methods, can also be added to complement the data already collected.
When it comes to pre-testing your campaign, you don’t want research to slow you down. A standard Neuromarketing study usually requires 10-14 days, spanning the period from the initial approval through to final presentation of the insights.
Where there is a requirement for a quicker turnaround, we also provide rapid-testing service, where we test through the evening hours to complete the project inside a week.
Normally a sample size of 15-30 would be required for conclusive outcomes in Shopper Marketing.
This number may seem low in comparison to the larger sample sizes that are associated with traditional marketing research.
Sands (2009) conducted a study into the optimal amount of respondents needed specifically for EEG research. By measuring the brain activity of 126 respondents viewing advertisements, with randomised sampling he reviewed how the means and standard deviations changed.
He concluded that reliability didn’t improve much after 30 respondents, associated with an error rate of less than 1%.
In other words: regardless of whether you test 30, 120 or 1000 respondents, your data will practically look the same.
As you increase the sample size, project costs increase, with this in mind our recommendation is not to oversample.
In-store neuromarketing studies take place in a real store, including the presence of fellow customers. This way we ensure a shopping process that is as realistic as possible.
Respondent-shoppers will be fitted with the Eye Tracker and (optional) EEG in advance. After the equipment is properly calibrated, the shopper enters the store. Brain activity and viewing patterns are comfortably measured while shopping. We measure to the millisecond what the shopper is looking at, as well as how the brain fluctuates in effort and desire.