SPAR Energy Drink
Design of its own brand (ATM) energy beverage for the SPAR federal trading network. The project was carried out in a partnership with colleagues from the Cognition Neronaus Institute of the U.S.E., who have specialized experience and equipment for research in the field of neuro-marketing. As a result, some 80 options for the design of an energy drink package have been developed.
All options
Three designs that scored as many points as possible from neuro-cognitive studies:
First place
Second place
Third place
Neuro-cognitive research
Eleven volunteers (6F; 5M) participated in the study, and the average age of participants was 25.3 years (with a standard SD deviation of 5.12). The majority of the respondents were in the field of education and science (63.6 per cent) and one third of the participants were students of the National Institute of Education and Science. According to data on consumer habits with regard to the frequency of consumption of energy drinks, 9.1 per cent of participants purchased energy weekly and more than one third at least once a month. In equal proportions, the sample consists of those who use energy very rarely (once every six months) or do not use it at all (27.3 per cent each).
Ithracking. Recording eye movements
Skin/Galvanic Response (CGR)
The sequence of the analysis included pre-processing, normalization (correction) to the base level (1 second prior to the introduction of the incentive) and averaging by sample type, sample type and all participants. The cognitive evaluation of the packaging designs showed that, separately, the most attractive designs are as follows: (Gives the most interest, excitement)
According to the REM, the design of a black bank with a graphical image of lightning as producing the brightest and quickest emotional reaction. By comparing it with the ITreking data, we see that it’s also one of the most short-lived designs of the target view time (i.e., it’s evaluated quickly and doesn’t waste time looking at it). The longest fixation of the view of the package is a negative indicator (people see, try to read or understand what is shown, but these designs are not emotional). As a result of the research, the hypothesis is that design is a winner who also likes the consumer emotionally attracts him:
The result of the project is the three final concepts that drive our brains to buy!And most amazingly, the results coincided with consumer surveys at sales points. Thanks to colleagues for the cool experience, we’re developing different directions within the same ICU SHE ecosystem.
Winners: No. 1 Elysée Delidis (Prosecutor Leonid Slavin) No. 2 Alina Korogodin (Prosecutor Tatiana Dunaeva) No. 3 Polina Janvarska (Prosecutor Anna Rufova)
