Why companies are using online pack testing
Physical eye tracking at shelf, as measured by laser technology, has been the long-standing measure of success in packaging design research. A Hotspex study set out to determine whether our Eyespex™ online attention tracking tool is comparable to laser eye tracking. We discovered that online testing is as effective as laser and, in the process, we uncovered a disruptive truth.
We are very proud to welcome Dr. Dan Young as our new Chief Behavioral Scientist.
A Ph.D. Cognitive Psychologist and Market Research scientist with 30 years of behavioral science expertise at Procter & Gamble, Dan will be joining us to expand our capabilities in applying cognitive and social psychology, and neuroscience, to important client business questions and brand challenges.
Dan has spent most of his career applying organizational capability to brand strategy, product development, design, and communications.
Aron Galonsky has been hired as Managing Director of US business.
Aron’s role includes oversight of the US business, thought leadership, and the sustained development and strengthening of product and service offerings. He brings a wealth of experience to the organization, having held research and consulting leadership roles most recently at Interbrand, Harris Interactive and TNS prior to that.
Can you identify some of these brands? Why are some of them so easy to recognize? What emotions do you feel when you recognize them?
What is a Distinctive Brand Asset?
Distinctive Brand Assets are consistent sensory & semantic cues that make it easier for consumers to identify your brand and recall the associations related to it.
Bù is a new and exciting wine that just launched in the Quebec market.
The Constellation Brands Canada team leveraged a key insight – a sommelier’s recommendation can give a brand credibility while providing wine drinkers peace-of-mind that they’re choosing the right wine! Bù was developed in partnership with a well-regarded Quebec sommelier Jessica Harnois (whose signature you can see on the label). She will be curating this line of wines from a variety of regions from around the world.
2017 will be a transformational year for insights. The marketing world is rapidly changing. The top 100 CPG brands are in trouble with the majority losing market share and facing declining top line sales. Advertising will continue the rapid shift to digital, and although that market is thick with fraud and lack of ROI measurement, Google and Facebook will continue their breakneck growth and become a powerful duopoly. Clients will still massively deploy Zero-Based Budgeting which will put downward pressure on demand and prices for marketing and insights services.