Credit: Ferrero
Figure 7.1 Six POS displays for Ferrero's brand Duplo
An agency has created six versions of a POS display and now we have to choose a version (see Figure 7.1). What do we do? Which visual would you choose and why? The toothbrush would probably not be chosen by anyone, it was created solely for test purposes.
Many people like the visual of the couple because it best expresses a wide range of emotions; others prefer the visual of the woman because a clear centre of attention (the face) is integrated and, also, the product's ingredients can be clearly identified. So far, we have enough points for an excellent discussion. It is not uncommon that the decision is then made on the basis of gut feeling, personal taste, or company hierarchy. Ferrero followed a different path.
The company collected three types of data for each of the six POS displays: brain data from an fMRT, implicit behaviour data from a goal-priming paradigm study, and systematic retail audits. During the fMRT, consumers were shown images of Duplo together with one of the displays and, based on their brain activity, researchers predicted the success of each of the POS displays. A comparison between the brain's reactions and the actual sales figures showed a high and significant degree of consistency ...
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