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PRS' President Scott Young and other PRS experts have contributed research insights to dozens of publications. |
PRS Insights
PRS professionals regularly publish articles in Advertising Age, The Design Management Journal, Brand Packaging, Quirk’s Marketing Research, Package Design Magazine, Shelf Impact!, among many other publications.
These articles and white papers share insights and "lessons learned" from thousands of packaging, point-of-sale and print advertising studies conducted on a global level.
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PLEASE NOTE: all articles are listed in chronological order. If there is a particular question, issue, or topic of interest that is not addressed in these articles, contact us directly and we will respond shortly.
Bringing Eye-Tracking to the Store
In this article, we’ll share highlights from three recent studies utilising PRS Mobile Eye-Tracking in retail stores. We’ll summarise specific learning from each study – and discuss how these findings link to larger underlying “shopping realities” that PRS has seen across studies, categories and countries. These examples will highlight the added-value that can be gained from eye-tracking....Continue
The Customization Debate
Brands want to infuse packaging into the shopper marketing mix, but the practicality of getting it done isn't clear. ...Continue
Battling the Backlash
Not long ago, a single-serve plastic water bottle suggested that a person was sophisticated and health-conscious. Today, that first impression might be more negative: a sign of waste, social irresponsibility or a lack of concern for the environment....Continue
Neuroscience Explains the Emotional Buy
How brands like Gerber and Chips Ahoy! are using neuroscience to study shopper emotions, understand purchase motivations and improve their package designs....Continue
Unseen is Unsold
Single-serve candy is perhaps the ultimate impulse category. With this in mind, we recently used our eye-tracking methodology to document how shoppers view the candy and gum rack and to determine which packages are successfully breaking through (and which are getting lost) in shelf clutter. ...Continue
What Grabs You in the Grocery Aisles
Today, thanks to firms like Perception Research Services in Fort Lee, supermarket aisles are as artful as Warhol perceived them to be 50 years ago, but there’s plenty of science at work on their shelves, too. And, on a recent Wednesday morning at the PRS offices, I helped with the science part....Continue
Healthier Package Design
It's possible that a large part of the obesity problem facing our nation may be one of poor nutrition communication. Even very health-conscious shoppers struggle in comparing products to determine which one is actually the better choice. So for the shopper who's less invested in nutrition, but still wants her family to eat a little better, finding healthy options is a daunting challenge....Continue
Thinking Outside the Box
A package can sometimes be your first point of contact with consumers, so packaging is critical to communicating the true equity of the brand, says Jon Kramer, chief marketing officer at RockTenn Merchandising Displays, a Norcross, Ga.-based in-store marketing and merchandising solutions provider. “You can never underestimate the importance of packaging. [It’s] really your first moment of truth.” ...Continue
Unilever Tackles the Ugly Underarm
Winning over new customers is particularly difficult, however. Some 50% of deodorant buyers reported using the same brand in the last 12 months, and 29% said they tried a new product but didn’t switch to it, according to a survey conducted last fall by market-research firm Mintel International.
Enter Unilever and its new angle on selling deodorant to women: A product that claims to make underarms not only odor-free but prettier.
...Continue
One Size Doesn't Fit All
Consumers want to know what’s in the processed foods they buy but at least one recent study has shown they may be paying less attention to existing back-of-package nutritional panels that are standard on U.S. foodstuffs. So this year, retailers have stepped up with a new voluntary front-of-package nutrition labeling plan, Nutrition Keys, that will more prominently display such key information as calories, salt and sugar content, and saturated fat....Continue
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