Gastcollege Rogil

8/8/2019 Gastcollege Rogil

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1We see things differently

Johan Puttemans Research Director Rogil26/11/2009

Marketing Research &

Consultancy

Specialised in SensoryResearch

Reality Driven Research


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We see things differently 2

1. Who we are

Agenda

2. BehaviouralResearch - Eye-Tracking

3. Sensory Research

Email WebsitesPrint ads

Outdoor

Pack &

Shopper


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1. Who we are

Agenda

2. BehaviouralResearch - Eye-Tracking

3. Sensory Research


Outdoor

Pack &

Shopper


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Partnerships and innovation are key drivers of Rogil

This philosophy - since 1974 - resulted in state-of-the-art

research solutions and specialized tools

Eye Tracking * Tachistoscopic * Sensory Research

used in combination with traditional research techniques.


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Field & Operations

Cati

Mobile Unit

Taste Lab

FTF services

Panel services

Online research

Fieldwork in Europe(via Askia software

platform)

ROGIL

Research &

ConsultancySensory Consultancy

Marketing Research

Solutions

Consumer experienceconsultancy

Knowledge sharing

Solutions

& MethodsSense-Pack (Pack Audit)

Sense-it (Sensory Audit)

Eye-Watch

EyeTracking

Tachistoscope

Sensory Lab

Trained Panels

Consumer Panels


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The answer to your challenge

Complete solutions beyond Qualitative & Quantitative& behavioural data/objectives measures

Behavioural

Data

ObjectiveMeasures

QUALITATIVE QUANTITATIVEadded

value

added

value

added

value

OUR VISION ON RESEARCH


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Product and concept research

Marketing & Sensory - Research Solutions

Concept & Product Research (taste, touch, see ,hear & smell):

Advanced taste tests (Repeated Measures)

Sniff tests Difference tests

Screening tests

Sense-it = Sensory Audit - sensory examination audit

tests

HUT home usage tests

COB package studies



Brand Research


Communication, brand, image & advertising research:

Impact measurement via mixed mode research

Marketing ROI optimisation

Pricing and value optimization

Brand Equity diagnostics

Communication ROI optimisation



Packaging & Shopper Research


Packaging, & shopper research, category management

Sense-Pack

Usage & attitude studies (laddering techniques)

Category management & shelf layout research

Search trees & decision trees

Shopper diagnostics: motivations, behaviour in shop


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Some recent references

F M C G
http://images.google.be/imgres?imgurl=http://upload.wikimedia.org/wikipedia/de/thumb/7/71/NIVEA.svg/800px-NIVEA.svg.png&imgrefurl=http://www.fantabulouslyfrugal.com/2009/06/free-sample-of-nivea-visage-essentials.html&usg=__VlJM6z1HQy3wfDnod6XdXJ8yOFM=&h=474&w=800&sz=14&hl=fr&start=3&um=1&tbnid=u41lcWHIf6XBkM:&tbnh=85&tbnw=143&prev=/images?q=nivea&hl=fr&rls=ig&rlz=1W1TSEA_frBE308&um=1


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Some recent references

MEDIA SERVICES
http://images.google.be/imgres?imgurl=http://www.freshphonenews.com/wp-content/uploads/2009/03/att_logo.jpg&imgrefurl=http://www.freshphonenews.com/new-handsets-headed-for-att-including-the-nokia-piranha-2861/&usg=__t_vN2rM1g35U31SflY9nEoMu9qI=&h=2269&w=1710&sz=388&hl=fr&start=1&um=1&tbnid=UcPwa_vTAWtaEM:&tbnh=150&tbnw=113&prev=/images?q=at&t&hl=fr&rlz=1W1TSEA_frBE308&sa=N&um=1


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1. Who we are

Agenda

2. Behavioural Research - Eye-Tracking

3. Sensory Research


Outdoor

Pack &

Shopper


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Technology is a gift of God. After the gift of life it is perhapsthe greatest of God's gifts. It is the mother of civilizations, ofarts and of sciences. (Freeman Dyson)

For a list of all the ways technology has failed to improvethe quality of life, please press three. (Alice Kahn)

Technology.opportunity or threat?Also for research ?


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???

???

???

??????

Textmining

Clickstreaming

GPS

Blogging

RFID

Eye Tracking

Facial coding

..

..

.. STB

CATI

CAWI Moodboards

DeskResearch

MysteryShopping

CAPI

FocusGroups

FTFinterviews

A growing pool of data..

Source: Robert van Ossenbruggen - ProCression


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Need for techniques to help

us with processing this info

Information area &knowledge economy

300.000 KMIt would reach the moon / equals 7,5 times perimeter Earth

5,7 MillionYears to read it all!!!!


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A problem for us, analysts .

TIME

AVAILAB

LE

DATA

Available Data

AnalyticalCapacity

Executive

Capacity

Knowledge

Gap

ExecutionGap

Source: Gareth Herschel, Research Director, Gartner Inc.,Gartner Business Intelligence Summit 2005


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Measuring the impact of visual stimuli

Tachistoscopic Research

Goal = get detailed information about speed, accuracy,sequence in terms of how information transmitted by the

stimuli is processed.

to expose stimuli for very short time periods (as from 1 millis

tachi: measure shelf impact of your package, Point of Sale mat

Single object tachi: measure impact of a single object


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Where do we put text, where do we put visualinformation ?


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Are these cellular phones

Nokia phones or

Ericsson phones?

Is connecting people the

slogan for Ericsson or

Nokia?


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Are these cellular phones

Nokia phones or

Ericsson phones?

Is connecting people the

slogan for Ericsson or

Nokia?


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Brain laterality

Stimuli on the left go directly to the right hemisphereStimuli on the right to the left hemisphereV r l st mul (wor s nba i i d a dt xts) t tt r r lle a be e ecaw n pos t on on te i i ed he r tgho thep ommun t onc age c ica i)Visuals and non-verbal stimuli get a better recallwhen positioned on the left of the package/communication


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Eye-tracking

Registration eye movements

Eye focus is projected onfovea

= condition to be processedin the brains


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Measurement of emotions

Challenge in research = Objective measures

Neuromarketing techniques Brain scans

Electro dermal techniques (hart beat, sweat,) Facial coding ..

HypnosisEthical? Privacy? Real life conditions?

s l t n pr t ?ea ibi i i ac iceow to nt rpr t?i e e


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Eyetracking Domains


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LIVE DEMO


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Consumer facts

How long are people looking at an individual search result inGoogle ?

What is the total gaze time at the first Google-results page ?

What is the average number of characters in a Google line ?

1,1 second

10,4 second

25 charactersetterus

etherigh

t25charac

tersi

1sec

ondin

troduction

toap

otentialcu

stome

r!

C f t


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Consumer facts

Importance of an efficient visual communication !

Gain insights in how visual stimuli work

Less time to process

Split second decisions

Harder to get the attention

More Media More Stimuli


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Perception versus sensation

Bottom-Up

- Perception = data-driven

- Starts with sensory data raw input

-Top- Down

- Perception = conceptual driven

- Starts with stored knowledge &expectations

Artificial boundary both theories are applicable. Important is to what extent and in whichcircumstances are they applicable?

I fl f t ti


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Influence of expectation


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Influence of

learning &experience


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1. Who we are

Agenda


3. Sensory Research


Outdoor

Pack &

Shopper

Outlook Inbox


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Outlook - Inbox

Only first words of subject line are read, sender name is the key element

Attention in first 15 seconds: Sender: 65 % of attention, subject: 35 %

Decision to open an e-mail or not: 1,5 seconds !

Direct E Mail


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Direct E-Mail

Show the key message in the first part of the mail(without scrolling)

Limit the number of hyperlinks and make a hyperlinkprominent

Animated elements are distracting and lead to click-away behavior if not linked with content

Avoid building up your message in an advertising way.pop-ups and advertisements blindness


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1. Who we are

Agenda


3. Sensory Research


Outdoor

Pack &

Shopper

Content & Websites: F


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Content & Websites: F-pattern

Learning:

First paragraph (and first google-hits) gets most attention

Bullet points, headers, keywords will guide the reader through the site


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F-pattern (as a result ofscanning behaviour)


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Google results: % of attention

First 3 organic search results are focused by 97 % of respondents

Sponsored results at right side of screen are focused by 31% of respondents


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The Coca Cola corporate website shouldmainly underline the health, people &

environmental responsibilityof the CocaCola Company

Web Case


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Market

People

Environment &Community

Annual report

Funding

News-headlines


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Quanti results

What is the key message of this homepage ?

47% = promo of Coca-Cola beverages

40% = health-issues & Coca Cola

Conclusion: Acceptable, but is it enough to open

the debate with the creatives ?


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SCROLL-LINE


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1

3

2

3

Eye Tracking insights Cola


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Eye Tracking insights ColaCase

Menu Bar is a crucial navigation point: is seen byonly 50% of visitors.

First focus point are product images, last focus pointis textual information covering the environmentalissues

New site based on combined insights:


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New site based on combined insights:ENVIRONMENT

& HEALTHCLEAR MENUSTRUCTURE

PEOPLE & PRODUCT

A d


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1. Who we are

Agenda


3. Sensory Research


Outdoor

Pack &

Shopper


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Example print media Hot Spot

Eye Tracking data: male or


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Eye Tracking data: male orfemale ?

Would you get this result


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Would you get this resultout a quanti/quali?

M

EN

WOMEN

Is this hot spot from female or


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Is this hot spot from female ormale viewers?

Would you get this result out


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MEN

WOM

EN

Would you get this result outquanti/quali?

After what we learned


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After what we learnedout of quanti?

Overall liking-54% (min. 7 on 10)-Men vs Women67% vs 42% (min. 7)

-

After what we


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16%

51%

37%

22%

39%

18%

34%

48%16%

41%

52%

23%

37%

45%

24%

63%

n= 131

Not important / Not relevant

Doesnt give new information

Unpleasant

Incredible

Ordinary / Banal

Difficult to understand

Doesnt invite to buy the produ

Aimed at women

Important / relevant

Gives new information

Pleasant

Credible

Distinguishing

lear / easy to understand

Invites to buy the product

Aimed at men

Top 2 % Bottom 2 %

27%

33%

46%

34%

23%

55%

28%

Benchmark top 2%

>

>

After what welearned out of quanti?

Visualcue

The high involved reads claims


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Research executed by Brian Wansink on soyClaims:

20/80 principle:

80 % based product purchase decisiononly on front of pack.

Short claims on the front side

Full claims on the back of the packaging

leads consumers to more fullyprocess and believe the claim

Priming effect of Claims


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Unconscious

Perifere cues / primingNumber of argumentsColorWeight of the packNumber of steps in the manual

Often semantic linksHigh is good, heavy isrobust, green is pure,


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Use the right color in your pack/stimuli


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Colors, like features, follow the changes of the emotions" Pablo Picasso

(1881-1973)

Red is energy:see the redpiece affectingthe bull, seeCoca Cola and

Spa Red

Green is self-assurance:the green ofHeineken

Bleu is safe:see the blue inthe Belgacomas well as Volvologo and SpaBlue

Yellow isconvivial: theyellow ofLipton tea andFanta


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Some packages & shopperinsights

1. Design for visibility Remember the first seconds


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Visibility in the shop is a matter of contrast

There is a strong positive correlation between shelf visibility and purchase intention/consideration.

Catch the attention!

2 . Design for shop-ab ilityEnsure shoppers find the product t hey wa nt to buy

Take care of category codings

Consistency in lay-out , codings, house sty le is impor tant . POSmat erials may guide t he consumer to your newest products

Catch the a ttention!

3. Design t o drive consum pt ionLink to the second moment of trut h

The fastest w ay to kill a product is to create expectations that itdoes not m eet

Catch the a ttention! 4. De sign for different iation

It is crucial for a packaging to embody a key dim ension on animm ediate, intuitive level, without relying on t ext or claims

Catch the attention!


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1. Design for visibility

Remember the first seconds

There is a strong positive correlation between shelf visibility and purchase

intention/consideration.Catch the attention!

Shape, Logo, Color , Size, Pack promo etc.


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Colour BlockingWhich is the category colour of Paprika/pepperchips/potatoes?

Unique shapes differentiate from competition

Visibility in the shop is a matter ofCONTRAST
http://images.google.be/imgres?imgurl=http://www.rebeccabarz.com/specialk2.jpg&imgrefurl=http://www.rebeccabarz.com/awards.html&h=564&w=375&sz=85&hl=nl&start=4&tbnid=04FODRxJIa2haM:&tbnh=134&tbnw=89&prev=/images?q=special+K&gbv=2&hl=nl&sa=Ghttp://images.google.be/imgres?imgurl=http://www.rebeccabarz.com/specialk2.jpg&imgrefurl=http://www.rebeccabarz.com/awards.html&h=564&w=375&sz=85&hl=nl&start=4&tbnid=04FODRxJIa2haM:&tbnh=134&tbnw=89&prev=/images?q=special+K&gbv=2&hl=nl&sa=G


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And cont rast comes from many sources:

Shape, Logo, Color , Size, On pack promo, Shelf stoppers etc.

Enhances visibility:

Striking and contrasting colours in shelfColour blocking

Unique shapes

Starting point = mostly a point of visual CONTRAST

From there consumers scan to the right or downward

Source: PRS International

Some learnings


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2. Design for shop - ability

Findability


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Ensure that shoppers find the product they want to buy

POS materials to support findability (shelf stoppers)

Facilitate the shopper experience

Consistency in lay-out info house styleIntegrated communication: be identifiable recognizable

Focus on CORE product benefits: What do you really want to

communicate?


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3. Design to drive consumption


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Link to the Second Moment of Truth

Have we created realistic expectations?


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Packaging Functionality Exercises Holding and Dispensing, opening /closing

Product Usage & Consumption Patterns Tasting, Experiencing, odour, colour etc.

The fastest way to kill a product is to createexpectations that it does not meet.


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4. Design for differentiation


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It is best to visually Own the dimension that ties most directly to the endbenefit.

Agenda


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1. Who we are


3. Sensory Research


Outdoor

Pack &

Shopper

The different senses are at play:5 senses + the 6th sense


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But sight is not the only driver.


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HEAR SMELL

TOUCHTASTE

SEE

Sensory Lab


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Sensory LabDefinition


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We see things differently

Controlled circumstances, the sensorycharacteristics of products (taste, smell, mouth

feeling, sight, sound) are measured by persons, as

measure instrument (panel).

Sensory LabDefinition


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Descriptive research (analytical)

Measure objective differencesbetween products, like there are:sweetness, strawberry-aroma,granularity, saltiness,

What is the (sensory) profile of the

different products? By trained panel members

Evaluative research (preference

research)

Measure subjective differences

between products, measure how

the consumer evaluates and

appreciates the product.

Which product is preferred and

Beoordeling smaak, nasmaak, mondgevoel door het smaakpanel


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S=SmaakNS=NasmaakG=Geur

Sensory LabResearch questions


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On behalf of product development:

Testing products in the development phase

Process Control

Quality Control

Product maintenance and optimalisation

Promotion & communication

Fieldwork servicesMobile Test Unit


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What?Fully equipped for ad hoc research (capi stations,kitchen)Can be placed throughout the country

AdvantagesMobileA fixed motivated and supervised team ofinterviewersEnables the recruitment of real freshrespondentsObtain rather quick a large nationally spreadsampleProfitability higher than for hall tests

LimitationsLimited length of interview = max. 20Rather large sample size needed if coveragewhole country

What is a good taste ?


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Bitter

Sour

Salty

Sweet

4 base - tastes

CASE


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Peeters & Pichal studie (radio1)

Franse wijnenVergane glorie of Franse trots?

Een onderzoek naar hetsmaakverschil tussen wereld-wijnen en Franse

wijnen (druif:Merlot)

Methodologie

2 Franse wijnen (druif:Merlot) werden afgezet tegen 3


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2 Franse wijnen (druif:Merlot) werden afgezet tegen 3wereldwijnen (druif: Merlot)meer bepaald:

Om de onderzoeksvragen te beantwoordenorganiseerde Rogil 2 onderzoeken

1.Blinde objectieve profilering van detestwijnen in het sensorisch labo doorExperten panel

2.Blinde evaluatie van de testwijnen door dedoorsnee consument op centrale locatie(Leuven)

La Capitana en Marianne spannen de kroon en scoren op zowel kleur, geur, smaak alsnasmaak beter dan de andere wijnen.

Twee groepen van wijnen qua complexiteit: La capitana en Marianne = complexe wijnen enJacobs Creek, Autrement en Latapie = minder complex


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We see things differently 139Evaluatie van de wijn: Kleur, Geur, Smaak, Afdronk op schaal van 0 tot 10. Complexiteit opschaal van zeer complex tot helemaal niet complex

ACE

E

De betere evaluatie voor La Capitana en Marianne tekent zich ook af in de voorkeur.


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We see things differently 140Welke van deze wijnen verkiest u op de eerste plaats?

CDE

E

De voorkeur voor de wereldwijnen Marianne en La Capitana tekent zich nog duidelijkeraf onder de frequente wijndrinkers.


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We see things differently 141Welke van deze wijnen verkiest u op de eerste plaats?

*

*

* Significant verschil tussen frequente en niet-frequente wijndrinkers

CDE

CDE

E E

E

E

Voorkeur per gebruikersgroep

Consumenten hebben het duidelijk moeilijk om het land van herkomst te herkennen van de wijnen.Tussen de 21% en 34% kan het correct = gokkans


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We see things differently142Kan u voor elke Merlot wijn die u zonet heeft geproefd aangeven welk het land van herkomst is?

Beoordeling uiterlijk/geur door het smaakpanel


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We see things differently143

G=Geur


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Methodology

Repeated measurements

April 2005


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Sip-room or Test Booths

The respondents are guided to the SIP-room and asked to

take place at a table. There will be given a briefing to

explain the procedure during the evening.

OutputExample of results


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Evaluation after each serving: TOTAL SAMPLE

OVERALL LIKING

4,0

4,5

5,0

5,5

6,0

6,5

7,0

Pre-

exposure

Serving 1 Serving 2 Serving 3 Serving 4 Post-

exposure

MBWRIG06 MBWRIG07 MBWRIG08 MBWRIG09

9-point scale(Mean scores)

N =32/29/30/

29

N =27/22/24/

24

N =20/13/13/

17

N =10/8/8/8N =

119N =117

What is a good taste?


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Variance

Correct complexity of taste

Being able to recognize the taste

Having the luxoury of choice

Variation


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Variation prevents sensory specific satiety

-> Buffets

Becel Pro Activ

The right taste complexity
http://images.google.be/imgres?imgurl=http://plaza.fi/s/f/editor/images/proactiv_yhteis.jpg&imgrefurl=http://plaza.fi/ellit/ideakeittio/uutuudet/uusi-becel-proactiv-jogurttijuoma&h=730&w=992&sz=197&hl=nl&start=2&tbnid=mN5y_7NwsxnrSM:&tbnh=110&tbnw=149&prev=/images?q=becel+pro+activ&gbv=2&ndsp=18&svnum=10&hl=nl&sa=N


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Complex products:

several sensesseveral taste sensations

Complex = attention = rest (lounge)

Simplicity = volume = satiety

Ep Kster: Bring the last but one most appreciatied product on

the market, with just a bit more complexity

Recognising taste
http://images.google.be/imgres?imgurl=http://z.about.com/d/vegetarian/1/0/P/1/-/-/chocolatesmall.jpg&imgrefurl=http://vegetarian.about.com/b/2007/05/27/update-some-mars-chocolate-vegetarian-some-not.htm&h=116&w=170&sz=4&hl=nl&start=46&tbnid=QTAqYwMEeWoQPM:&tbnh=68&tbnw=99&prev=/images?q=mars+chocolate&start=36&gbv=2&ndsp=18&svnum=10&hl=nl&sa=N


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(Learn) to recognize taste

Taste is (also) what you expect of it -> blind cola test

Preference and aversion are also teached

Taste is largely a recollection of tastes

Best recipe = a bit new with a lot familiar



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HEAR SMELL

TOUCHTASTE

SEE


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Taste is (also) smell !

Orthonasal

Retronasal


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Product smell


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A sensory game


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A sensory game

Which brand do you smell ? ?


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HEAR SMELL

TOUCHTASTE

SEE


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160

Sight

Taste

TouchSmell

Sound

The different senses are at play: hear


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161

The solid and dry click ofthe door of a prestigious

car adds to the experienceof solidity, strength,power.as well as status.

The metal like click of a low endcar adds to the experience of

fragility, simplicity.as well asa less safe car.

l

l

A sensory game
http://nl.wikipedia.org/wiki/Afbeelding:2cv-club-red.jpg


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162

A sensory game

Which brand is connected to this sound ?


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163


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164


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165


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166



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HEAR SMELL

TOUCHTASTE

SEE

A sensory game


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y g

Which brands do you recognize ?


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The different senses are at play:see - morphology


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Round: is warm hearted

Triangle: is energetic and vivid

Square: is reliable and controlled

Rectangle: straightforward and solid

Amorphous: is confusing or creative

The different senses are at play: touch


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One eats and drinks with touch: A soft drink in can from fridge feels far colder than the same soft

drink taken from the same fridge in PET.

Even in case the objective temperature of the liquid inside is the

same or even colder in PET, the impression is that the drink isnot as cold.

Satisfaction offered by the can is one step ahead inview of the needed refreshment one takes a softdrink for.


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I wish you a sense-full career !


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Gastcollege Rogil