Much everyday shopping activity is carried out automatically, with shoppers choosing pre-planned products and brands. We call this "scripted behaviour" and it is possible because shoppers learn to recognise brands rapidly and subconsciously using a small number of visual cues. We call these cues "Core Visual Mnemonics" (CVMs).
The problem is, because this recognition process occurs subliminally, it is hard for shoppers to describe these CVMs after the event, in conventional research formats such as focus groups and hall tests.
EyeTrak is a unique research technique developed by Visuality that helps us to optimise brand imagery by identifying the visual language shoppers to recognise and evaluate products and brands at point of purchase.
By combining EyeTrak with more conventional research exercises that explore attraction, preference and appeal, we can help develop creative strategies that will deliver both brand saliency and reasons to purchase.
Visuality's rigorous approach to brand design and creative strategy has been successfully applied to a range of projects, including the re-design of existing brands (Flake), the launch of new brands (Aunt Bessie's; Seven Seas Multibionta) and high profile brand migration exercises (Plenty Household Towels; Cushelle Toilet Tissue).
