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Beyond Skin DeepGetting to the true nature

of shopper behaviour

Date: November 2016

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A bit about us…Through acquisition and organic growth we are one of the largest independent market

research agencies in the UK

Annualised

revenues

£20m

150+

full time staff

Full service,

multiple award

winning market

research agency

Offices Located in:

London, High

Wycombe,

Oxford,

Paris &

Sofia

Our people matter –

we are curious and

challenging in equal

measure

We are a positive

force for change

Good

research tells

meaningful stories,

with a purposeful

conclusion

and last

a lifetime

We challenge

ourselves and

our research

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There was a time when it was ok to ask people questions and

believe their answers…

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System 1 decision

making can’t be fully

explained inSystem 2 research scenarios

Our short term memories make it impossible to

accurately recall many of the drivers of

purchase decisions

Just because we are not

exhibiting the desired

behaviour today does not mean we will

never do it

We are sometimes poor witnesses to our own behaviour

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Asking people about their emotions, decision drivers, or

intended future behaviour isn’t enough…We know from our work in the fields of psychology and behavioural economics, that there’s a big difference between what people think, what they say, and what they do.

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Behavioural Economics – a narrow focus in the field of Neuroscience

3 key areas

Measuring responses

NeuroMetric(brain or neutral response)

EEG fMRI

BioMetric

(biological/ physiological response)

Eye tracking Facial decoding

Skin perspiration (Galvanic Skin Response)

Heartbeat

Respiration patterns

Blood pressure

Explaining response

PsychoMetric

(psychological or implicit response)

Implicit Association Tests

Priming tests

EthnographyProjection techniques

SemioticsApplication of

theoretical models

On line communities

Accompanied shops, intercepts

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Biometric Methods

Eye tracking Facial decoding

Blood pressure monitoring

Heart rate monitoring

Galvanic skin response

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Every emotion has a physiological and psychometric response: increased heart rate, muscle movement, or response time

GSR (Galvanic Skin Response) is a measurement of skin conductance which

allows us to measure a person’s emotional engagement to a stimulus

We can identify ‘key moments’ of engagement.

This enables us to identify vital insights by combining the GSR data with the context

of the stimulus. Validated methods of psychological analysis are then added to

maximise the value of the data

Galvanic Skin Response gives us a window into the unconscious This is key if we are to fully understand behaviour and where our best opportunities to influence it exist

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Galvanic Skin Response

Less.. More..

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We overlay biometrics, video, and real-time conscious

response for a full picture

We have partnered with Sensum to capture conscious and unconscious data which we synchronise and then present via an online portal

We overlay GSR data with footage from spy glasses enabling a non-invasive method of recording video as well as in the moment conscious feedback collected via a tablet

This overlay allows us to see what the consumer says they liked, collected via a real time app and what engaged them most: which part of the ad, which

concept, which word?

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Unlocking critical moments of truth in the shopper path to

purchase

0 – I have

a need for

something

3 –Repurchase advocacy

0 – I have a need for something

1 – Point ofpurchase

2 – Productexperience

• Standout/Clarity: Can you be seen? Are adjacencies and ranges optimised?

• Relevance/Appeal: Do you meet needs?

• Availability: Is distribution and replenishment optimised

• Acceptable Price: Is your price point optimised?

• Conversion: Do you have an omnichannelpresence?

• Awareness: Do consumers know where to find you?

• Brand Affinity: Are you in the consideration set?

• Experience: Have you met shopper needs before?

• Fulfilment: Does it deliver against expectations?

• Fit for purpose: Do you meet consumer needs?

• Brand fit: Does it align with your brand equity?

• Repurchase: Are you maximising returning customer numbers?

• Talkability: Do you create a wow factor?

• Momentum: Does it invoke passion?

• Affinity: Do you align with customer needs/lifestyle?

How is experience measured? Are you maximising returning customer

numbers?

What influences conversion?What influences channel/outlet choice?

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GSR identifies the key moments of engagement revealed

through our unconscious responses

Five Key Moments –Flat Tonic

Three Key Moments –Decreasing Tonic

Three Key Moments –Increasing Tonic

Time TimeTime

Fig. 1 Fig. 2 Fig. 3

Tonic Level

Engagement Level (GSR)

Key Moment of Engagement (KME)

When using GSR, we can identify Key Moments of Engagement (KME) identified by a single spike (Skin Conductance Response, or ‘SCR’). We can also look at the overall gradient of skin conductance level known as ‘tonic activity’ to gain longer term engagement. A KME is recognised as having a percentage over6%. A high KME can be measured between 10 – 15%.

Fig.1 Shows a typical response to a stimulus or piece of content with 5 key

moments, and the overall engagement is neutral signified by flat tonic

activity.

Fig.2 Shows a typical response to a piece of content that has 3 key

moments, and overall the tonic level has fallen indicating a fall in

engagement.

Fig.3 Shows a typical response to a piece of content that has 3 key

moments, and an overall increase in engagement.

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We added GSR to a focus group discussing the word ‘quality’

and discovered several key moments of engagement

Brands

Trust in brand Robustness and colour

Physical productFeatures and on-

pack information

Educational andstimulating

When discussing quality spontaneously some signifiers got more of a visceral reaction and interest. It was product benefits that delivered the Key Moment of

Engagement

Even though these weren’t verbalised as key priorities when discussing quality, their

unconscious response shows they have an important role to play in choice

5%+ increase 5%+ increase 8%+ increase

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Tesco Front of Store – On the Go

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The ‘ideal’ grocery shopping environment

What shoppers told us Closer to reality

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Costa – Lunch Mission

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The ideal lunch experience

What shoppers told us Closer to reality

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Challenges

• Biometric methodologies shouldn’t be used in isolation

• They highlight areas of interest, but don’t explain the whole picture

• Need to be used in conjunction with other methodologies

• Issues of scale

• Currently used mainly in small scale qualitative research

• Miss out on ‘mainstream’ inclusion on KPI dashboards, business tracking

metrics

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Thank You