In-store Frozen Vegetable Eye- tracking Study Report Outlet

In-store Frozen Vegetable Eye-tracking Study

ReportOutlet: Checkers, Sunninghill,

South Africa

© Prompt Research Insights 2009

http://www.pdfcomplete.com/cms/hppl/tabid/108/Default.aspx?r=q8b3uige22

Agenda

• Executive summary

• Research objectives – The bird’s eye view

• Methodology

• Sample

• Empirical findings

• Conceptual insights and actionable foresights



Executive Summary

•The frozen vegetables industry consists of only a few brands

including the house brand with McCain being the dominant

brand. Awareness of the other brands is low with some

customers thinking there is no substitute for McCann.

•The picture and the texture of the packaging is the purchase

driver.

•There seems to be a dwindle in the purchase of frozen

vegetables as more consumers prefer more fresh vegetables

as the concern over health rises – there seems to be greater

awareness around required nutritional content on a daily

basis.

•Frozen vegetables do not hold the credibility of freshness

and “all the goodness I need” compared to fresh vegetables

but since they require much less preparation time they

remain part of their grocery shopping© Prompt Research Insights 2009


Executive Summary

Benefits of frozen vegetables – Why we buy them•Convenience stands as the biggest benefit for frozen vegetables

•It lasts longer

•Does not require pealing

•Cooks quicker

•Less frequent visits to the store for the busy consumer

•Some respondents feel that the variety available inspires ideas for

cooking – Pictures on pack play a big role in driving this inspiration

•Availability of convenience steam pack

•Options of the different sizes where a customer can choose between

chunky vegetables or smaller ones. Brings variety to their dishes



Barriers to Frequent Purchase

•There is very little reference to a health benefit –

credibility on health tends to be low as consumers do not

believe that a frozen product can contain the necessary

nutrients until consumption

•Concerns over the colour of the vegetables – fresh

vegetables seen to be brighter and more nutritious

•Frozen vegetables have less crunch meaning less fresh

– some describe them as soggy

•Frozen vegetables are not seen to deliver on the taste

benefit as some believe that the taste is not the same

as fresh vegetables

“All frozen vegetables taste like cardboard” (White

female, 35 -49)

Executive Summary



Objectives

Primary research objectivesA bird’s eye view

•To gain shopper insights and understanding at how shoppers shop

within the refrigerated vegetables category

•Understand shopper behavior and drivers, especially the coffin

freezer

Secondary research objectives

•Identify patterns of behavior within the category

•Understand the importance of brand within the category

•Understand shopper purchase decision

•Ascertain level of loyalty



Methodology

•In-store interviews were conducted where respondents

were approached in the store while they were making

their purchases

•The respondents were initially observed while the eye

tracker was recording what they were looking at and

asked questions regarding their observations.

• These interviews build one to rapport, serves to provide

greater detail and more intimate information while the

respondent is still engaged in the shopping activity

•Respondents were able to open up on a personal level

with the moderator who aims to break down barriers and

understand barriers and drivers of the category purchase



Brands studied



TEST DESIGN

Eye tracking findings



Choose a pack of frozen vegetables you would buy



The demographics of the people who took part in this study are shown above.

DEMOGRAPHICS



This heatmap shows where the participants focused most during the test sessions.

HEATMAP


Inverted heatmaps display the same information in the opposite way. They illustrate what people actually see and what is left out of their visual focus.

HEATMAP


This slide compares heatmaps for male and female participants. The differences in visual attention between target groups, guide you to more efficient content allocation on the

page.

FEMALE MALE

SEGMENTED HEATMAP


This slide compares heatmaps for older and younger people. The differences in visual attention between target groups, guide you to more efficient content allocation on the

page.

SEGMENTED HEATMAP

UNDER 35 OVER 35


The image was divided into areas described above. The following describe the performance of those areas.

Please refer back to this slide for area definitions.

AREA ANALYSIS


CATCHINESS how attractive is an

area

Catchiness describes how well area captures attention, relative to its screen space


The blue bars in this graph show the catchiness scores of these areas The most important question is whether catchiness scores correspond to the page business priorities.

Are any areas using up too much attention? Is something important not performing?

CATCHINESS


Catchiness is here displayed in a table format.

CATCHINESS TABLE


How visible is the area

How fast people see the area

How long people look at the area

How engaged are people with the area

Visual value of area comprises of 4 key metrics listed above.Following slides display results for each metric in this study.

VISUAL VALUE


Blue bars on the graph show how quickly people arrived to different areas.Green visibility line displays how many participants actually saw the particular area.

VISUAL VALUE


Observation length shows how many seconds users looked at each area on average.

VISUAL VALUE


VISUAL VALUE

Average eye fixation length measures engagement with the area.Longer duration of a single fixation means more information from that area was processed by the brain.

Engagement can be either positive (its interesting) or negative (its hard to understand).Either way, it measures with which areas people engage with the most


VISUAL VALUE

Key visual metrics are then combined into single value score.The picture above shows how visual value is distributed across the areas.

These percentages should correspond to the business importance of the respective areas


VISUAL VALUE

This Table shows the key visual metrics are combined into a single value score.These percentages should correspond to the business importance of the respective areas


Allocation of visual value across different functions of the page is displayed above.This distribution must be in line with business priorities of Your media.

VISUAL VALUE


Summary

•The logo is the first thing people look at in the category but

only so that they can see what brand it is, but do not focus too

much on it

•The picture of the vegetables on the pack is the most

important factor that drives purchase, people fixate more on it

to see what’s inside.

•Checkers and pot O gold has higher visual values purely

because people were struggling to see what’s in the pack.

Some respondents complained Pot O Gold is too bright and

hard to read while with Checkers its because one has to read

to see what’s there because the picture is dull



Further findings



•Identify patterns of behavior within the category



Behaviour patterns within the category

•Purchase mostly habitual - consumers were buying what they

always purchased, looking for their brand and the vegetable

type and off they go

•The habitual purchasers spent very little time browsing and

looking at other alternatives – they tended to be more loyal

and less price sensitive

•“What else is there to buy, what other brands are there?”

(Black male, 25 -35)

•“This is what I go for, my mother used to use it, what can

you do – you go for what you know” (White female, 25 -

35)

•The less habitual shopper browsed more,



•Pictures on packaging are used as purchase guide to identify preferred

vegetables and inspire new cooking ideas

•“I was looking for the sweet corn. I only buy the ones with the

sweet corn and so I look at the pictures” (Black male, 25 -35)

•“I like to look at the pictures to get new ideas, I have two children

so I like the stir fries, they keep it interesting for them” (White

female, 25 -35)

•With some respondents packaging communicated freshness vs. not

fresh – for example, McCain packaging communicated more freshness

with its glossy shine vs. Harvest time which was seen to be worn out

and tired

•“You see this pack compared to this one, this one looks like it’s

been around, that can’t be fresh” (Black male 25-35)

•McCain is the most dominant brand with it’s users displaying strong

loyalty – even with some price sensitive consumers claiming that it is

the better brand

•“Ideally you want McCain, the veggies are nicer, but I’ll buy it if

it’s on special” (White female, 35 -39)



Understand the importance of brand within the category



Role of brand- Summary

•Brand plays a significant role within this category as it communicates;

•Good quality product – this means that the colour of the vegetables is

restored which equates to freshness

•Trust – consumers felt that they could trust certain brands more than

others based on the quality of the product, the brand’s reputation and

how long it has been around

•Brands that are well known, advertised more were seen to be more

credible, could be easily trusted and identified with

•Packaging of the brand played a significant role as it communicates the

level of freshness and the quality of the brand

•Greater affinity was displayed towards brands that had a larger variety

of options and thus seen as more innovative and progressive

•Certain brands were seen to be better cut than others

•Freezing methods were seen to be different for different brands which

affects the quality of the product

•Some brands were seen to be more expensive than others



Role of brand

•McCain•Most dominant brand within the category

•Enjoys strong loyalty

•Trusted due to it’s advertising

•Seen to be innovative through its variety – stir- fries, chunky vs.

small, assorted steam packs

•Attractive packaging – more of a glossy finish which communicates

freshness

•Premium pricing communicates prestige

•Seen to have been around for a long time – this drives credibility and

trust

•Harvest time•Trusted brand

•Loyalty is low as consumers will switch if McCain is on special

•Seen to be of better quality than the other brands except McCain

•Seen as affordable relative to McCain

•Perceived to be rather old fashioned and outdated

•Packaging a barrier as it gives a feeling of not being fresh

•Lacks variety



Role of brand

•Nature’s garden

•Relatively unknown

•Low levels of loyalty

•A substitute when primary brand is not

available

•Packaging seen to be attractive and

communicates a sense of freshness

through its glossy finish

•Pot O Gold

•Unknown

•No loyalty

•Very little trust for the brand

•Seen to be cheaper and hence not the best

•Lacks innovation based on its packaging

style, perceived to be too bright© Prompt Research Insights 2009


Role of brand

•House brand

•Well known and yet not very trusted

•Seen to be too cheap – bought on the basis

of price

•Taste benefit not credible

•Only considered when on special

•Packaging unattractive



Unknown

Innovative

Quality

Cheap

McCain

Nature’s garden

Harvest time

Pot o Gold

House brand



Level of planning involved



Planning

• Where less planning was involved, consumers

tended to browse through then choose what they

think they’ll like based on packaging and brand

•Some purchases are based on habit

•“I always just buy the mixed one cos they

have everything” (Black female, 25 -35)

•Some consumers prepare their recipes for the week

and hence plan on the type of frozen vegetables

they will need for their shopping trip

•“I’m making stew today so I needed the mixed

vegetables to make it more appetizing” (White

female, 35 -49)

•“I need the cut green beans. I have to make a

salad” (Black female, 25 -35)



Conclusions and recommendations

• Frozen vegetables need to communicate a stronger

health benefit

•This can be achieved through the communication of

preserved nutrition in the frozen vegetables

•Packaging needs to serve as a stronger communication

tool – more appealing, inspiring and better quality.

•The picture of the vegetables is ultimately the deciding

factor on whether or not people will buy the product

•Greater variety creates greater appeal

•New and interesting combinations of vegetables create

curiosity and trial

•TV advertising builds credibility and trust because people

buy what they know.



Thank you!

PDF version of this study can be accessed here:

All high resolution images can be accessed here:

www.realeyes.it [email protected] [email protected]



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In-store Frozen Vegetable Eye- tracking Study Report Outlet

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