Published in the 2019 edition of GRIT’s Insights That Work, this case study by Ipsos (on page 10) illustrates how when you understand shoppers’ attention, goals, beliefs, and context as it relates to perceptions of value (in this case, driven by signage), you have the ability to make business impacting decisions.
After many structural optimizations, our client’s value perception continued to be lower than core competitors. To close the gap, a strategic decision was made to amplify value, specifically through price, across the store. While recognizing that there are no quick fixes to larger value-image issues, we helped our client by identifying opportunities to shift price perceptions in the short term, while simultaneously setting the stage for greater impact in the long term.
We began by establishing key hypotheses, strategic guardrails, and opportunities for behavioral science interventions through a set of interviews with key stakeholders and a behavioral science analysis of extant
research performed by the retailer. Using these hypotheses, we next investigated shopper attention through innovative use of in-store, live eye-tracking. This revealed the time consumers spent looking at signs and which signs attracted the interest or ignorance.
Next, our ethnography team intercepted and shopped with over fifty store guests. This allowed us to observe and probe their attention in-context, discover how these guests perceived value, and determine their goals in shopping related to price, product, and the overall experience provided at this retailer.