By Sandra Panic, Key Account Insights Director, EyeSee
With many new sustainable product strategies simply missing the green mark or being labeled as greenwashing, it’s become evident that the only way to do sustainability right is to think about the full picture – the product, its advertising and sustainability claims – and aim to understand who your consumers are and how they relate to this issue. But all of this can be riddled with misconceptions. So, guided with the ambition to help brands introduce more-sustainable and competitive products – safely and reliably – EyeSee has run a comprehensive study that leveraged the latest behavioral methods, which unlock highly predictive insights by testing in context. A combination of eye-tracking and facial coding uncovered emotional engagement and visibility of posts in simulated social media timelines, paired with virtual shopping – which famously has a 0.8-0.9 correlation with real in-store shopper behavior and ensures respondents are making decisions in context.
EyeSee’s Insights Director in Mexico, Diego Adolfo Chávez Terrazas – named Fearless Leader in the 2021 Marketing Research and Insight Excellence Awards – tackled why relying on virtual shopping environments when conducting shopper research is the only way to go forward: “Virtual shopping is a reality check – a way to compare other findings to a behavior that is strongly grounded in reality. We ran a meta-analysis on 35,000+ respondents from dozens of projects across FMCG industries and compared survey results to virtual shopping data. In a nutshell, the results argue that it is extremely important to be careful if you are making business decisions based only on stated purchase intent – whether top-box or top two-box, as both have an error in them. We calculated the error margins and the findings indicate that the purchase intent measure is incredibly unreliable. On the brand level, t...