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 – 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…

Get to Know PEOPLE

Gain First-Hand Experience.  Gain Intuition.  People come in all shapes and sizes, income levels, and preferences.  They are inherently inconsistent depending on the day or their mood which makes the jobs of researchers and marketers that much more challenging. This can lead to teams struggling with intuition building and anticipating behavior.    Getting in-store is a…

From Online to In-Aisle, We Keep it In-Context.

The onset of the coronavirus directly impacted REAL Insight’s most utilized methodology: in-context, in-store research. Whether using pre-recruited respondents or intercepting shoppers at shelf, our signature form of research---the innovative technique on which the company was founded 30+ years ago—was essentially removed from our toolbox. To fit the limitations of the pandemic, we pivoted towards…