balancing brand recognition with SKU differentiation on shelf
by: Andrew Turner
Our client (a leader in chilled, frozen and shelf-stable food products) was launching a new SKU in the category. They had a new premium pack design that tested well but the team were concerned about their brand’s shelf presence. We ran eyetracking exercises with different shelf executions (pack and positioning) in our shopper lab to understand the brand impact giving them the confidence to move forward with some slight tweaks to execution.
read it, love it, share it.
about the author
Andrew Turner
As PLAY’s Associate Director, nothing pleases Andrew more than getting to the “Why” of people’s claimed behaviour. With a background in Social Psychology and a 16-year research career spanning FMCG, services and social territories, his key belief in any project is to "tell you what you need to know, not just what you want to hear". Aside from being our sensory expert, Andrew is an avid foodie and loves to wet a line at the nearest stretch of water. He’s also a musician, having once been the lead singer in a metal band.
ask the author