This document discusses how neuro-marketing tools can help measure product and packaging fit. It analyzes 4 chocolate crème dessert products using traditional consumer metrics like taste tests as well as reaction time tests, EEG scans, and GSR measurements. The neuro metrics provide a new perspective on how consumers assess products after consuming them ("in mouth") and how ready they are to purchase based on the packaging. Reaction time tests help articulate the core values consumers associate with each product and identify discrepancies between expected and actual experiences. The EEG and GSR signals complement traditional metrics by focusing on post-consumption assessments for "in mouth" experiences and true purchase readiness for the packaging. Using a holistic measurement approach that considers both traditional and behavioral neuro metrics provides

1. J. Caramelle
L. Depoortere
Rogil Research N.V. Belgium
HOW NEURO-MARKETING TOOLS
HELP MEASURE PRODUCT AND PACK FIT

2. Who has ever felt like an alien?
I don't drink coffee, I take tea my dear
I like my toast done on one side
You can hear it in my accent when I talk
I'm an Englishman in New York
What makes us (re)purchase some products rather than others?

3. 360° shopper/consumer journey
So… who believes overall liking is good enough to predict success in this complex journey?
Memory

4. The modern toolkit: going beyond the obvious…
Behavioural metrics
(subconscious)
Traditional metrics
(declared)
Association
Attention
Description
Liking
Activation
Relevance
Reaction Time
Eye Tracking
Galvanic Skin Response (GSR)
Electroencephalography (EEG)
Sensory
Consumer

5. 4 different products from the chocolate flavoured “crème dessert” category
Assessing the edible content = in mouth experience (blind)
But also the container = pack
Plant based Supermarket Leading brand Low fat

6. Traditional metrics: in mouth (sensory)
Intense eat
Thickness / Difficulty to swallow
Aftertaste / taste intensity
Not intense eat
Anova LSD 95%
Plant based Supermarket Leading brand Low fat

7. Not thick enough Just right Too thick
46%
44%
10%
2%
64%
34%
8%
83%
9%
11
22
Traditional metrics: in mouth (consumer)
n=98, 18-65 yo, 50% gender,
L4W product category eaters
1%
51%
48%

8. Reaction time measurement: in mouth
Good for me
For
everyday
Artificial
Boring
Comforting
Healthy
Tasty
Chocolatey
Moreish
Positive associationNegative association Neutral
Well aligned and superior
Slightly different, poor performers
 Similar conclusions to
traditional consumer
metrics
 Added value: articulation
& diagnostic in consumer
language
n=98

9. Neuro metrics: in mouth
-6 31 120
Contradiction with consumer results so far?
n=42, 18-65 yo, 50% gender,
L4W product category eaters, selected retailer shoppers
Neuro metrics bring a new perspective on product assessment (“after in mouth”)
which is key in the MEMORY cycle

10. Good for me
For everyday
Artificial
Boring
Comforting
Healthy
Tasty
Chocolatey
Moreish
Positive associationNegative association NeutralPositive associationNegative association Neutral
Reaction time: comparing in mouth & pack
PackIn mouth
Good for me
For everyday
Artificial
Boring
Comforting
Healthy
Tasty
Chocolatey
Moreish
n=98 n=42

11. Good for me
For everyday
Artificial
Boring
Comforting
Healthy
Tasty
Chocolatey
Moreish
Positive associationNegative association NeutralPositive associationNegative association Neutral
Reaction time: comparing in mouth & pack
PackIn mouth
Good for me
For everyday
Artificial
Boring
Comforting
Healthy
Tasty
Chocolatey
Moreish
n=98 n=42

12. Good for me
For everyday
Artificial
Boring
Comforting
Healthy
Tasty
Chocolatey
Moreish
Positive associationNegative association NeutralPositive associationNegative association Neutral
Reaction time: comparing in mouth & pack
PackIn mouth
Good for me
For everyday
Artificial
Boring
Comforting
Healthy
Tasty
Chocolatey
Moreish
n=98 n=42

13. Good for me
For everyday
Artificial
Boring
Comforting
Healthy
Tasty
Chocolatey
Moreish
Positive associationNegative association NeutralPositive associationNegative association Neutral
Reaction time: comparing in mouth & pack
PackIn mouth
Good for me
For everyday
Artificial
Boring
Comforting
Healthy
Tasty
Chocolatey
Moreish
n=98 n=42

14. Neuro metrics: pack
0
2,4 2,5
14
2,4
20
1,8
26
Contradiction with pack results so far?
n=42, 18-65 yo, 50% gender,
L4W product category eaters, selected retailer shoppers
Neuro metrics bring a new perspective on pack assessment (“readiness to act”)
which is key in the MEMORY cycle

15. Conclusions
- Reaction time: enables articulation of product core values in consumer-friendly terms and
diagnostic of experience discrepancy
- EEG/GSR: bring a different and complementary perspective on product assessment:
- In mouth experience: focusing on “after swallowing”
- Pack: focusing on true “readiness to purchase”
Behavioural metrics: strong added value
Holistic measurement of product experience: critical
- Congruence Vs dissonance = clear, powerful memory Vs ambiguous, fragile memory
- Of course: other elements come into the overall experience: communication, etc.
Take home message
- Reaction time: accessible add on to traditional metrics
- EEG/GSR: more complex add on that enables discrimination from a different angle

16. j.caramelle@rogil.eu