The results of our studies are, of course, highly confidential. Our clients rely
on us for competitive advantage and are very protective of the VisionTrack information.
However, you may find some of these observations interesting based on previous studies.
- Design Layout changed: In a packaging
study, the layout of the elements resulted in the fact that one of two key elements
was never noticed. VisionTrack assisted the client in understanding why it occurred
and how to fix the problem.
- Invisible Brands: In two separate packaging
studies, we found that of over 200 respondents, less than 3% ever saw the "corporate"
brand mark.
- New design approved: In a package redesign study, it
was found that:
a) Respondents spent almost twice the average amount of time viewing the "winning" design as they did the current design (2.87 sec. vs. 1.67 sec.)
b) The winning package was noticed much faster in a competitive environment than the current package, proving increased stopping power
c) Respondents spent 400% more time on the main picture than on any other element on the package
- Brand design enhanced: In a new packaging study we found that a certain execution of the brand name design enabled a significantly larger number of consumers to read the full name, and therefore, recall the product.
- Most Effective Placement Determined:
In a new product study, we found that users of one particular brand were so loyal
that all other brands had a very low visual equity. Only brands that were merchandised
close to the "loyalty" brand were noticed by more than 40% of these users.
- Increased Product Facings Found Unnecessary: In a new product study,
we increased the number of product facings by 50% with one half of the sample
respondents and only found a slight increase in visual equity.
- Most
of Package Ignored: When one new product was placed in a competitive environment,
respondents looking at the package focused only on the picture of the product
and ignored the brand name, product name and all other package communication elements.
- Location optimized: In a new product study, we found that the location of the new product facings were ideally located in the visual "power zone" of the planogram.
- Brands Unseen: In one category management
study, we found that the target group sees only 1/2 of the brands (on average)
displayed.
- Brands not considered:In the same study, we found that
only 1/4 of the brands (on average) were considered.
- Global Brand Redesigned:
In a category management test, we found that one brand had a high visual equity
versus sales but a low visual equity versus the amount of space it occupied on
the shelf, leading us to recommend a package re-design for this brand. These findings
led to a global re-design of the brand.
- Decision Process Measured:
In a category management study, it was found that the average time spent viewing
each brand was between .6 and .9 seconds before a purchase decision was made.
In this same study, we found that respondents viewed most of the brands between
1.5 and 2 times before making their decision.
- Planogram optimized: In a category management study VisionTrack was able to determine the optimal planogram layout to ensure higher visual equity and, speed-to- purchase for key brands.
Magazine
Ads - Most Informative Layout Determined: When
various layouts (same content) of a pharmaceutical advertisement were studied,
Doctors read and understood the information in one ad layout and not the others.
They also found this same ad had more stopping power.
- Wrong Focus Observed:
It was interesting to note that a very low percentage of respondents looked at
the lips of a model advertising lipstick!
- Importance of Tagline Revealed:
In a magazine print study, the only respondents who recalled the brand name of
the product in the ad were ones who read the tagline under the brand name.
- Best Model Chosen: In another magazine ad study, we tested four potential executions, each with a different model displaying the product. We found that one model generated significantly greater impact and interest relevant to the product being advertised. However, the layout of the other three executions were more effective in ensuring that other key elements were noticed and read.