Abstract:

In the fast-moving consumer goods (FMCG) sector, the first 200 milliseconds of the initial encounter with a package make the difference. Consumers either like what they see and go for it, or they move on to alternative products. However, the reasons underlying consumer decisions are not always clear. By combining traditional market research methodologies with innovative neuroscientific, biometric tools market researchers can uncover conscious as well as subconscious consumer responses. Knowing consumers? driving forces underlying buying decisions ensures improved and targeted packaging design, resulting in deeper impact in the competitive market.