Agency: iMotions - Enabling Services
Date: April - June 2009
Client: Cadbury
Place: Denmark
Background / Objectives: The client wanted to know the optimal space management to place the Fusion group of products and the V6 group
of products in the supermarket check-out shelf. NOTE: This methodology can be applied to all type of shelve, display or POS space management and to evaluate
new packaging system proposals.
Methodology:
- Attention Tool®
- Target segment: 120 people (Males 50% / Females 50%) / Age: 15-39 years old.
- 2 Cells: (A/B) 60 people each (30 M / 30 F).
- Cell A was shown "Configuration 1" to be measured by EYE TRACKING METRICS - Spotlight & Highlight.
- Cell B was shown "Configuration 2" to be measured by the same metrics.
 
Conclusions / Learnings
- The Fusion group of products get more attention than the V6 group of products no matter where they are placed (though the difference is very little). - The Top shelf gets more attention than the Middle shelf no matter which of the two products are placed. - In general the respondents look first at the top shelf and then at the middle shelf no matter the arrangement of the two products. - Whenever the Discount-Pris groceries divider is present, it is the first element to catch the attention of the respondents, gets considerable amount of attention and is looked by approximately 75% of the respondents.
The optimal space management arrangement for product visibility is to place the V6 group of products in the Top shelf and the Fusion group of products in the Middle shelf to help V6 gain more attention.
COPYRIGHT: Cadbury Stimorol A/S. All rights reserved.
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