Visual Distinctiveness on the Shelf: Uncovering Impact through Share of Facings and Share of Time Spent

A Mineral Water brand sought to gain insights into its shelf visibility and determine whether it was effectively standing out or getting lost within the shelf planogram. To address this concern, they partnered with Neurosensum, a research firm specializing in consumer behavior analysis.

Challenge:

The Mineral Water brand needed to understand its shelf visibility compared to other brands and evaluate if it was receiving its fair share of attention. They wanted to identify any factors contributing to its performance on the shelf.

Solution:

Neurosensum employed Portable Eye Tracking technology to examine the brand's shelf cut-through. By analyzing the Share of Visibility versus the Share of Facings, Neurosensum could determine the brand's fair share. This analysis allowed for a comprehensive understanding of how the brand was perceived within the shelf environment.

Impact for the Client:

The findings highlighted the importance of color and visual distinctiveness in attracting attention on the shelf. The Mineral Water brand learned that its visibility was not a significant issue, as it was able to stand out effectively. However, the research indicated that there was room for improvement in terms of brand associations to enhance market pull and increase market share.