Why do shoppers make their decisions? We all know that the answer to this ultimate question is complex and includes both articulated and unarticulated factors. Color, even? Timing? Emotional context during the shopping experience?
When Mars Petcare wanted greater understanding of behaviorally distinct groups of dog owners, they used video ethnography and behavioral science to pry deeper into the shopping experience and, ultimately, the shoppers’ decisions.
Footage from video ethnographies was analyzed using social and behavioral frameworks. The findings revealed that, indeed, color, timing, physical and emotional context all greatly influenced shoppers’ choices and consumption.
The insights gleaned from such rich data and formal analysis drove decisions about graphics, packaging, and range optimization.