|Client:||National Pork Board|
What do consumers really zero in on when shopping the meat case? What kind of signage does the best job of engaging and inspiring consumers? To find out, we worked with the National Pork Board to conduct cutting-edge eye-tracking research to determine exactly what consumers look at while shopping the meat case and for how long. The research also identified which images and messages resonate best with shoppers, and inspire them to pick up meat for their shopping carts as well as the center of their plates.
The results showed that images of whole cuts of pork proved to attract consumers’ attention more swiftly, and more effectively communicate the protein type, than dishes that use pork only as an ingredient. Results also indicated that consumers prefer signs that don’t include photographs of people, as they distract them from focusing on the meat image.
Based on the short amount of attention time that ironman signs get in grocery stores (about three seconds!), the meat image may never be looked at when people are included in the photograph. Additionally, clear calls-to-action fared better than brand taglines in terms of participant preference.
The results of the eye-tracking research have been instrumental in developing signage, point-of-sale materials and other meat case merchandising tools for the National Pork Board.
An eye-tracking heat map shows where consumers look first, and for how long. The red spots indicate that consumers spent the most time viewing that area.