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

5 Strategies for Shop-ability

We all know that confusing shoppers is a direct path to lost sales – and that shoppers gravitate towards brands that are the easiest to shop. With that in mind, here are 5 strategies for facilitating shop-ability at the shelf (and online): Use unique pack shapes, structures or substrates to help distinguish different product forms…

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Applying Behavioral Economics to “Re-Think” Shopper Insights

At the recent Executing Shopper Insights conference in London, Scott Young shared PRS IN VIVO’s perspective on how behavioral science can be applied to better understand and influence shoppers.  Scott’s presentation spoke to three key areas of opportunity: Shopper Journey   Behavioral science (and our own experience) tells us that most shopper journeys are driven by…

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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 Retail Lab in Bromley, UK

PRS IN VIVO is happy to announce the opening of our new Bromley Retail Lab 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 Retail Labs internationally. The Retail Lab enables clients to test packaging, new products and merchandising…

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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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