The power of real-world testing
As today’s retail environment grows ever more competitive and the variety of products in our shops increases inexorably, those who know where and how shoppers are most likely to choose a product have a clear advantage.
Testing, and in particular, real-world testing has become a key tool for brands as they strive to understand shopper behaviour and how to design products and secondary packaging that stands out on the crowded shelves.
Snap decisions
We all know the majority of consumer purchasing decisions take place in store. Everything happens very fast – according to Ehrenberg-Bass Institute of Marketing Science’s recent report, the average consumer spends 13 seconds choosing which brand to purchase in-store. Most decisions are largely automatic and highly subconscious.
the average consumer spends 13 seconds choosing which brand to purchase in-store
In addition, research by OgilvyAction found that despite claiming they know what they want to buy, almost 20 per cent of shoppers impulsively buy in categories they had no intention to buy from before entering the store.
This shows that there is a real opportunity for brands to influence and win the loyalty of new customers. Products, packaging and placement on the shelf can be highly effective at disrupting a shopper’s gaze and triggering interest so it is therefore critical that concepts are tested at an early stage to see how shoppers respond to them.
Real-world testing is able to show how shoppers actually behave, rather than how they think they might behave when interviewed in a totally isolated setting.
Read the full article on Marketing Tech News.
