Insight archives:

How many seconds on average does it take for shoppers to find your brand on the shelf? Is it less than 10 seconds, when 80% of purchase decisions are made? Findability is particularly critical with any pack redesigns, new products, and plan-o-gram changes. …

Visual brand properties are the main link between consumers and your brand. 90% of all transmitted information to our brain is visual. Brands exist in our minds mainly as visual snapshots. The 3 Visual Brand Properties highlighted to the right, are what connects brands to consumers…

In our experience as designers and researchers, brand owners of lower market share brands, tend to go with package designs that visually conform to the category. They seem more preoccupied with fitting in rather than breaking out…

Consumer purchase intent measures what they say, not what they do. There is a poor correlation between purchase intent and observed shopping behavior, leading to a high new product failure rate. “It’s a sobering fact that more than 85 percent of new fast-moving consumer good (FMCG) products fail in the marketplace”. (AC Neilson) One of the largest contributors is the fact that consumers…