Decisions at the Speed of Shopping

System 1

What if there was a way to collect behavioral data at the speed of shopping?  Renown psychologist Daniel Kahneman identified that our brain is split into System 1 (S1) and System 2 (S2) thinking. We spend 95% of the time using System 1 which consists of our automatic, intuitive, instinctive, and impulsive thinking.    Reacting to…

Navigational Hierarchy – Packages are seen, not read

words soup

People only read about 10 words on a shopping trip. Why is this?Words are the last thing we use to locate and evaluate products. We shop using shape, color, and key visuals first because these can be processed by our unconscious mind. Words have the least influence in shopping because they are the only element…

Navigational Hierarchy – Unlocking Key Visuals 

The first entries in this series focus on Shape and Color as the first two elements of the Navigational Hierarchy. This third installment highlights the next element, Key Visuals, and how shoppers utilize them at-shelf.   A Key Visual is a focal point of a package design that is intended to drive interest, understanding, and at…

Navigational Hierarchy – The Power of Color

Packaging Color

Our first entry on the Navigational Hierarchy talked about product and packaging Shape and how shoppers use it to identify categories and individual brands. Following Shape, Color is a powerful element that can cue brands or a category. Capable of triggering persuasive subconscious reactions in shoppers, it is the most emotive of the visual cues.…

Navigational Hierarchy – Get into Shape

Package shape

Store environments are overwhelmingly stimulating for the human brain. In order to manage the thousands of products available for purchase, the brain employs what we call the Navigational Hierarchy—a filtering sequence to narrow the search for the sought-after product. Our brain unconsciously cycles through the elements that distinguish products from each other, beginning broadly with…

Shopping Sustainably in CPG: Implications for Brands

The challenge of creating sustainable products and packaging is nuanced and requires an understanding of how people shop and consume your products. First, the product needs to succeed at-shelf and be purchased, then it needs to be recycled, reused, composted, or disposed of properly. The risk of friction or deselection when renovating to a greener…

Bringing Authenticity to Virtual Research

Prior to the pandemic, we were spoiled by in-store design research that gave us the depth to understand the “whys and hows” and deliver actionable consumer insights to our clients. We know the value and authenticity that being in-store provides, so when the pandemic hit and we needed to innovate, we had very high standards…

Consumer Intuition Study: Holiday Confections

Holidays are a unique time for shoppers. Habits change for a short time, and consumers tend to feel more empowered to make less socially permissible purchases or to splurge on things they normally would not consider purchasing. Be it Halloween, Valentine's Day, Hanukkah, Christmas, or Fourth of July, expectations change around the major holidays of the year.…

REAL Recruitment Yields REAL Results

Behind every data point is a person. At REAL Insight, we are committed to providing authenticity and recognize that the data we provide to our clients is only as authentic as the people that we study. Because of this, we put a lot of time and energy into the recruitment process for our clients. REAL…

How to discover the why that even the consumer doesn’t know.

Think about the last five minutes of your day and the specific decisions you made during that time.  Did you take a sip of coffee? Rock in your chair? Read a text? Think through all your actions and behaviors—for how many do you feel you have a clear and rational reason for explaining why you…