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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.
The End of the Middle
A new & more segmented American marketplace has risen from the ashes of the recession, prompting some marketplace watchers to proclaim the demise of the middle class-or, at the very least, to call for a new definition of that expansive consumer group. Middle-class consumers are being pushed to the periphery of many marketers’ targeting strategies as they focus, instead, on a more cut-and-dry division of the socioeconomic spectrum: into the “haves” & “have-nots.” ...Continue
Good Insight Hunting
Most marketers and researchers say they know a good insight when they see one.
The only good insight is one that solves a business need, says one camp; it’s whatever resonates with shoppers, says another; bottom line, it should help increase sales, says another.
There is agreement, however, on one critical point: Today, a consumer/shopper insights team must rely on a larger, more formalized process to uncover and validate insights. ...Continue
Marketers Should Consider Packaging When Reaching Older Consumers
Marketers of consumer goods know that packaging is key to increasing and maintaining sales. So what's being done in research, development and deployment of packaging targeted specifically at the largest and most moneyed demographics -- Boomers and Seniors? Jonathan Asher can't think of many manufacturers that are distributing products in packaging aimed specifically at the mature market. But, he believes, they should. ...Continue
Buying Groceries Goes Beyond Grocery Stores: New Shopping Patterns are Emerging
What do Target, CVS, Dollar Tree and Starbucks have in common? These days, they all share the desire to sell groceries. A trip to any of these in your neighborhood will reveal how they are encroaching on grocery sales that had once been reserved for traditional supermarkets.... ...Continue
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
Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data
Consumer behavior at the point of purchase is influenced by out-of-store memory-based factors (e.g., brand awareness and brand image) and by in-store attention-based factors (e.g., package design, shelf position, and number of facings). In today’s cluttered retail environments, creating memory-based consumer pull is not enough; marketers must also create “visual lift” for their brands—that is, incremental consideration caused by in-store visual attention....Continue
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