July 29, 2009 - by Siemon Scamell-Katz, Founder TNS Magasin
E-Mail: siemon.scamell-katz@tns-global.com
TNS Magasin is constantly searching for ways to refine our research and deliver ever more authoritative insight: for example we’re working with fMRI techniques to understand more about the role of memory in store as well as using EEG.
The combination of these powerful methodologies is fundamentally challenging many received ideas about in-store decision-making. At last we are able to gain insight into responses to the visual stimuli that the shopper actually looks at, as well as prefrontal cortex responses. This enables us to gauge the relative roles of emotion and cognition at each and every stage of the shopping journey to understand, literally, what is going on in shoppers’ minds.
This has the most fundamental ramifications for marketing and new product development alike. Brands really need to go back to basics and redefine what they are trying to achieve in the light of what is nothing less than a whole new dimension of knowledge about their customers.
However, as the importance of shopper research is being increasingly recognised, a lot of companies are trying to jump on the bandwagon without any experience in the field or knowledge of the most appropriate tools. Techniques using Galvanic Skin Response (GSR) are a typical example.
We judge that GSR is unsuitable for FMCG shopper research. GSR measures physiological responses such as skin conductivity and temperature in an attempt to gauge emotional reactions. But in so many FMCG categories there is little or no shopper involvement as their purchases are habituated: much the same week in, week out. Because there is insufficient difference in emotional arousal between these categories, GSR is simply not sensitive enough.
Siemon Scamell-Katz
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