Quantitative testing of POP materials offers a unique research approach that allows one to evaluate the impact and effectiveness of various marketing materials, including key visuals and stand-up displays. With the online approach, testing is done quickly and cost-effectively throughout all phases of development.
Test stimuli are presented in context
When working with key visuals, designs are evaluated as stand-alone images, and/or integrated into a contextual image of the category, for example, stand-up displays. These online evaluations can be conducted as A/B tests online with large samples.
From the last 20 years of our in-store shopper research we know that a) the shopper’s attention is hard to get and b) attention spans at the POS are really short. So it´s important to stick out with an easy message that appeals to hearts and minds.
To make sure the precious attention you might get is used most effectively, we combine subconscious and conscious measurements addressing Visual Perception (System 0), Implicit Feeling (System 1) and Explicit Processing (System 2). This holistic approach also shows where is potential to increase the impact.
These results can then be compared alongside a large database of benchmarks.
The report contains:
The heat map shows hotspots of attention
Report card for visual attention
This approach allows for deep psychological insights and helps to provide guidelines for a customer-centric communication strategy for the POS.
We regularly conduct workshops about the general rules of POPM and display creation with our clients and our experts are also giving talks and webinars about these topics.
Christian Göldner speaking at the EuroShop 2020
Whatever your needs may be, we can offer you insights through a variety of study solutions. We can also prepare a bespoke proposal tailored to fit you.