PRS IN VIVO is committed sharing our knowledge through academic collaborations, white papers and presentations.

The First 4 Ft.

A considerable amount of discussion surrounding the benefits of leading the aisle has existed for some time, the first 4’ of a category, along with the need to better understand the purchase benefits of this position.  The focus of this post is to determine if there is an advantage to “leading” the aisle compared to being placed away from the coveted spot.

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3 Trends to Guide Packaging & Shopper Marketing Development

At PRS IN VIVO, we are often asked about “trends” in packaging and shopper marketing, since we see so many shoppers, packs and products each year. And while some trends come-and-go (and are better described as “fads”), here are three fundamental patterns worth noting and exploring: Authenticity While we are skeptical of broad generalizations, it is fair to…

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New ShopperLab® in Bromley, UK

PRS IN VIVO is happy to announce the opening of our new Bromley ShopperLab® located less than half an hour from Central London and specifically designed to run qualitative research and shopper projects. We now have more than 25 ShopperLabs® internationally. The ShopperLab® enables clients to test packaging, new products and merchandising solutions stimulating in-store conditions…

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Succeeding at E-Commerce By Being Shopper-Centric

The explosive growth of online shopping has revolutionized the world of retailing. However, while e-commerce has thrived in many areas (travel, technology, apparel, books, etc.), online purchases of consumer packaged goods (CPG products) have remained limited. In the U.S., recent e-commerce sales were only 2% of all CPG sales. In studies at PRS IN VIVO, we…

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Product Taste Test: Oui by Yoplait

With over 20 years’ experience of product testing research, and our combined heritage in France and the United States, we had to conduct a product taste test when we saw Oui by Yoplait, a new French style yogurt to be sold in the US. Our internal U.S. panel – comprised of staffers who have visited…

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Advertising vs. Shopper: The Different Roles of “Emotion”

Many marketers (and Insights agencies) approach packaging and shopper research from an advertising background and perspective.  However, the reality is that these are fundamentally different media – and there is risk in applying an advertising “mindset” (and methods/metrics) to shopper studies. Advertising is about implanting brand and product messages, which are to be recalled and…

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Qualitative Research for the “System 1” Shopper

At PRS IN VIVO, we recognize that humans use two modes of thinking which govern their decision making process, and ultimately drive behavior.  This concept of ‘System 1 and System 2’ was introduced by Daniel Kahneman in 2011 in his book Thinking, Fast & Slow. No doubt, this concept also applies to shoppers as they…

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Why INSEAD’s Pierre Chandon says Less is More

Pierre Chandon is the L’Oreal-Chaired Professor of Marketing, Innovation, and Creativity at INSEAD, one of the world’s leading business schools. Pierre studies innovative food marketing solutions – particularly package and portion design – to improve consumer health and wellness, while preserving business growth and eating enjoyment. PRS IN VIVO is proud to have collaborated with…

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Moving Beyond Visual Packaging Cues

Brands have meticulously crafted and tweaked their product packaging visuals in order to expertly communicate key messages to their consumers on both a rational and emotional level. These packaging communications have mostly relied on our visual senses. However, our visual sense is only one of the five senses we have. In an extremely ever growing, competitive market,…

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