As a neuroscience based methodology application to the study of food packaging has recently gained huge popularity (both in academia and practice) but there are still some concerns about the methods and metrics which are offered as well the interpretation of this finding. In the recent years, a noticeable increase in the use of eye-tracking and EEG frontal asymmetry technique was observed to measure cognitive processes of consumers among which are attention and perception to gain insights into their decision-making processes, consumer preferences and/or motivations. Also, lots of traditional market research methods have been focused on surveys and group discussions which seems to be irrelevant as 95% of our purchase decision takes place in the subconscious mind. Due to the fact while touring supermarket shelves, each consumer may pass up to 300 different products per minute [1], showing us how brands’ opportunities to catch consumers’ attention is very limited. Competing in such an overstimulated context entails a huge challenge for brands, and packaging appears to be a good weapon.
This represents the motivation for our research, whose objective was threefold: (1) to asses the impact of the design concept to identify shortcomings that needed correction in order to optimize it and better position of food packaging brand in the minds of their customers, (2) to demonstrate how neuroscience based methodology can provide valuable insights within the field of packaging design and (3) to show that reliable and insightful results can be achieved with Eye tracking alone. By using a real-world use case, with eye tracking and EEG metrics this study highlights the importance of using neuroscience-based methodologies to evaluate packaging design to identify how well the brand is positioning itself on the subconscious level.
During this research we opened potential pitfalls such as: cost, time, lack of widely shared standards for the analysis of physiological measures and research standards, which makes a great contribution to the science as can serve as a framework that improves the validity and reliability of neuroscience research methodologies to eradicate mistrust toward the academia and commercial use with valuable insight into food packaging design.
As we have designed a special poster related to our paper which was presented orally and visually at the “First Circul A-Bility Conference” (26-29 September, 2021) and we have been invited to publish our paper in peer reviewed Journal. According to these lines, ee are pleased to announce how our research paper “How Neuroscience-Based Research Methodologies Can Deliver New Insights to Marketers ” has been published in the International Journal of Social Science and Human Research (IJSSHR) October Issue. This research has been done in joint cooperation between the Institute for Neuromarketing (Croatia), Oxford Business College (UK) and ‘Neurothinking’ (Australia). We thank to all authors: Dr. Hedda Martina Šola Dr. Peter Steidl M.Sc. Mirta Mikac Sarwar Khawaja and Dr. Fayyaz Hussain Qureshi for their contribution to academia and business with this research.
The Institute for Neuromarketing strive to present his research to the wider audience, where everybody can learn something from it. For this research we used real case where product packaging was tested by two sensors: EEG and Eye Tracking. This research was taken at the “Institute for Neuromarketing” lab and for findings we used SPSS descriptive statistics.
Article link http://ijsshr.in/v4i10/41.php
PDF download link: http://ijsshr.in/v4i10/Doc/41.pdf
DOI link: https://doi.org/10.47191/ijsshr/v4-i10-41
References:
[1] Rundh, B. The multi-faceted dimension of packaging: Marketing logistic or marketing tool? Br. Food J.
2005, 107, 670–684. [CrossRef]
