With the easing of lockdown in the UK, launchpad research is thrilled to see the return of shopper shelf research in central London and Newcastle upon Tyne.
The month of June has seen the launchpad team complete 2 very successful shopper shelf tests in London – nothing beats being f2f with consumers & seeing first-hand what excites them in a mock-up retail environment. Eye-tracking observations & metrics were also collected & analysed to fully realise both conscious & subconscious behaviour.
Perfect for shelf layout comparisons to unearth deeper shopper insights into:
- New pack design
- Pos materials
- Layout refinements
- New product development
- Shelf education
Eye-tracking data is an invaluable addition to shelf test research. Having the ability to track which brands draw initial attention, what holds attention and how long it takes shoppers to make a final purchase decision adds additional insight to refine your product packaging & pos. When shelf tests are conducted in context, brands can establish how well their new pack, npd, pos materials are likely to perform against competition.
With web-streaming capabilities and cameras positioned at each fixture clients were able to view the research in real time, regardless of their location or time zone.
The stringent procedures and organisational processes we have in place ensure f2f shopper research is conducted in accordance with Mrs & government guidelines include:.
1. All moderators are required to conduct a lateral flow test prior to the research & wear masks throughout research interview / tasks
2. All respondents are pre-recruited & are required to complete a health assessment including covid screener questions prior to attending the research
3. We have specially selected covid safe venues in Newcastle upon Tyne & London with the following protocols in place:
- Hands are sanitized & temperature checked at entrance
- Social distancing applied
- A 1-way system in/out the venue
- Sanitisation stations positioned throughout the venues, including the areas where research is taking place
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4. Extra measures in place to ensure safe use of eye tracking equipment:
- Eye tracking equipment cleaned and sanitised thoroughly between each consumer
- All respondents wear gloves to limit contamination with the recording unit
- Recording unit is placed in a shoulder bag to limit contamination further
- Respondents are asked to self-calibrate with socially distanced researcher direction
- No lenses are used to limit the issue of ‘fogging up’ and the need to sanitise additional unnecessary equipment
- Masks worn by all consumers
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If you would like to discuss the best way to run your next shopper research project with or without eye tracking in the UK or overseas, please email info@launchpadresearch.com
