iMotions - Attention Tool Eye Tracking Software - Case Study Cadbury Packaging with Sales Data
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This case study shows how a package test was conducted on an old design and a new design. Also it shows a link to sales performance.
iMotions - Attention Tool Eye Tracking Software - Case Study Cadbury Packaging with Sales Data
- 1. Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark Background / Objectives: The client wanted to evaluate a new packaging proposal for their Senses brand in comparison with their existing packaging. Both packages will carry the same product, but different flavors. The intention was to launch the new one (Watermelon) without pulling out the old one (Tropical) having them both in the market at the same time. NOTE: This methodology can be used for all types of packaging benchmark & pre-test. Methodology: Attention Tool速 + Questionnaire Target segment: 120 people (Males 50% / Females 50%) 15-39 years old 2 Cells: (A/B) 60 people each (30 M / 30 F) Cell A was shown the SENSES Tropical packaging to be measured by EMOTION METRICS - Emotional Involvement and with EYE TRACKING METRICS - Spotlight & Highlight. Cell B was shown the SENSES Watermelon packaging to be measured by the same metrics. Both Cells were asked a brief questionnaire about Recall, Likes / Dislikes, etc.. EMOTION METRICS Emotional Activation Cell A & Cell B + ? Questionnaire EYE TRACKING METRICS Spotlight Highlight SENSES Tropical (T) existing packaging SENSES Watermelon (W) new packaging Cell A: 60 people each (30 M / 30 F) Cell A: 60 people each (30 M / 30 F) Results: 1. Emotional Activation Analysis: Stopping power / Ability to grab the attention. 息 iMotions - Emotion Technology A/S . Denmark, India, USA . info@imotionsglobal.com . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 1/4
- 2. Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark 2.a Spotlight Analysis: Main areas of attention and their characteristics. 2.b Highlight Analysis: Benchmark analysis of all communication elements in the packages. HIGHLIGHTS T (Time spent) W (Time spent) T (View order) W (Time spent) Stimorol 5% 5% 7 2 Senses 22% 28% 1 1 Enjoy the experience 7% X 2 X Flavor 6% 9% 6 3 New 3% 5% 4 4 Piece of Gum 12% X 3 X 14 gums 4% 5 8% 5 Sugar free (gum) 6% 8 息 iMotions - Emotion Technology A/S . Denmark, India, USA . info@imotionsglobal.com . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 2/4
- 3. Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark 3. Answers to Questionnaire: Likes / Dislikes Positive comments Watermelon: Simple. Exclusive. Rainbow. Negative comments Watermelon: Too dark. Looks like condoms Positive comment Tropical: Color. Summer. Informative Negative comment Tropical: Too much info. The color. Badly organized. Conclusions / Learnings: The Watermelon package produces a higher emotional activation, thus stronger stopping-power. The Watermelon package has less communication elements, which allows more attention to the remaining elements enhancing the understanding of its message and capitalizing on the branding of Senses. The branding of the Watermelon package is organized delivering a clear message and proper brand communication hierarchy reading. The Stimorol brand receives is the same amount of attention (5%) in both packagings even-though the size of the logo in the Watermelon package is much smaller than in the Tropical one. According to the respondents, the Watermelon package looks like condoms which could be a sub- conscious advantage as it implies sex and potentially explains the higher emotional activation. The elements that attract the most attention in the Tropical package are: ≒Senses (21%) and the Piece of Gum (12%). The elements that attract the most attention in the Watermelon package are: ≒Senses (28%), Flavor (Watermelon) (9%) and 14 gums + sugar free (8%). The view order of the elements in the Tropical package is: 1. Senses, 2. Enjoy the Experience, 3. Piece of Gum, 4. New, 5. 14 gums, 6. Flavor (Tropical Twist), 7. Stimorol, 8. Sugar free gum. The view order of the elements in the Watermelon package is: 1. Senses, 2. Stimorol, 3. Flavor (Watermelon Sunrise), 4. New, 5. 14 gums + sugar free. The Watermelon package is better than the Tropical one in the following aspects: Better branding Better hierarchy of brand communication elements Better distribution / order of brand communication elements Higher emotional activation / stopping power 息 iMotions - Emotion Technology A/S . Denmark, India, USA . info@imotionsglobal.com . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 3/4
- 4. Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark Correlation with Sales: NOTE: The following graph was provided by the client and represent the actual sales data of both Senses packagings. - High & rapid introduction rate of Watermelon: The graph indicates that the Watermelon package, since its introduction to the market, had a steady climb and out-passed the Tropical package after 2.5 months of its launch. - Better performance of Watermelon: The Watermelon package continued its climb and sold more than the Tropical package for the next 5.5 months. - No cannibalization among the 2 concepts: At any point in time the Watermelon package cannibalized the Tropical package. - The Sales data correspond and supports the findings provided by Attention Tool速. 息 iMotions - Emotion Technology A/S . Denmark, India, USA . info@imotionsglobal.com . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 4/4