Asahi were using their Pilsner Urquell beer as the lead brand in a retail activation in Co-op stores in Switzerland but wanted to optimise their leaflet design .
They wanted find out what customers thought of their 2 for 1 and 50% offers, and whether should they focus on the brand, the beer can or their brewing heritage before they went to print.
What we did
Our PromoCheck service used revolutionary mousetracking technology to study the way in which 200 Swiss beer shoppers interacted with each of four leaflet and poster designs.
The 5 minute study was able to correlate the interaction between the eye, the mouse, and the design in order to identify the flow of viewing, the ‘dwell times’ and the ‘hot spots’ that drew their attention the most. Additional multiple choice questions helped to enrich the research and the output was visually presented to the client along with clear recommendations for design direction.
The PromoVeritas Touch
In less than three days and for a relatively low cost, we were able to provide the client with clear advice and direction for their next retail campaign. Instead of wasting a lot of time, effort and money on designing, printing, and test marketing the different concepts in stores, our PromoCheck research was able, scientifically, and efficiently, to predict the messages and visuals that Coop shoppers would find most compelling – for a fraction of the cost.
We highlighted the key areas of visual interest that Asahi should focus on in their Pilsner Urquell POS and revealed key insights such as that ‘2 for 1’ was the more attractive offer proposition as well as the best location and size of the branding and additional messaging.