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Even though it is known by now that the consumer’s decision-making process is largely unconscious, we still tend to ask shoppers what they would or wouldn’t do. In other words, we appeal to reason. That is not necessarily wrong. We researchers do, however, need to aspire to reality-driven research that incorporates objective data, which supplements quantitative and qualitative research. One of those objective measurement methods is eye tracking.
Ever since its beginning, Ahold has made it its business to understand customer needs. What drives Ahold and its many retail operations is meeting those needs with solutions that surprise the customer and make each shopping trip exceptional. Analytics and the intelligent use of information are core capabilities for fact-based decision-making at every level of the organisation.
Rogil executed a study for France Telecom – Mobistar on how sales and cross selling could be increased by optimising their shop layout.
bpost wanted to increase cross-selling and optimize communication means in its shops/offices in order to attract external advertisers. Rogil did a survey using in-shop research.
Bacardi-Martini wanted to increase its impact in the hotel and catering industry in Belgium with off-trade communication.
Heinz wanted to investigate whether changing the pack would have an impact on sales. Rogil performed eye tracking in a simulated shop environment with the Sens-Pack method.
Rogil organized an in-shop research study worldwide for Heineken Group on how to make the ‘beer shop universe’ more seductive.
Rogil’s paper ‘Getting into the real world of the shopper’ won the ‘best case history’ award at Esomar in 2010.
Rogil’s expert panel members are a bit like sommeliers. They describe the intensity of taste aspects and give objective product descriptions based on set methods. One of the tests executed by our expert panel was an evaluation of Flemish tap water from different provinces and a comparison with spring water.
ROGIL conducted a study as to whether steviosides from Stevia rebaudiana would be accepted as a sugar substitute in ice-cream. Find out which ice cream is preferred!