Abstract:

For years we tried to get a hold on the shopper decision tree by traditional quantitative and qualitative research techniques using verbal measures (U&A, diary method, in shop observations, etc.). Nevertheless, the proliferation of SKU's turns the shop into a real jungle of visual stimuli where consumers, more than ever, take decisions intuitively driven by emotions and their memory based equity in a split second. The only way to get hold on this unconscious process is using objective measures in combination with quantitative and qualitative research. In this paper, the authors will guide the audience through the sense pack model in an interactive way based on case studies: Sara Lee, Douwe Egberts, Heinz, Henkel and Alpro Soya.