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RESEARCH
A virtual new world Packaging has a significant impact on consumers’ purchasing choices. Using Virtual Reality technology, scientists at Campden BRI recently ran a virtual supermarket technology experience to better understand which on-pack sensory claims motivate consumers to purchase products.
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The immersive study reproduced a real-world supermarket setting to ensure the participants’ choices reflected those they usually make in their shopping routines. The Virtual Reality (VR) store created by Sodalight Creative contained multiple versions of a product’s packaging, each version with a different on-pack claim and accompanied with the product’s price. The resulting simulation allowed participants to interact with products in a way that has not been possible in previous consumer studies, Campden BRI scientists explain. This was also a way to continue research in this field as extended restrictions caused by COVID-19 are limiting opportunities for face-to-face studies.
To recreate the shopping experience, sensory and consumer research scientist Marleen Chambault, who led the consumer study, ensured the environment was virtually the same, including the minutest of details. Even background supermarket noises were added, to further immerse the participants. Using a computer, the test required respondents to travel down virtual supermarket aisles towards the breakfast cereal
and orange juice product displays. Here, they chose one product from a selection, each displaying different on-pack claims. “For each of the tested products, breakfast cereal and orange juice, we evaluated the impact of nine on-pack claims on the purchasing intent,” Chambault tells us. The claims were selected based on previous activities conducted by Campden BRI as part of a two-year research project on sensory claims; some were sensory-related, but others were not. The
Claims tested for breakfast cereals
+ Low in sugar + Source of protein + 100% British grains + Improved recipe + Great taste + Crunchy texture + Tastes better than the leading brand + Tastes as good as the leading brand + Now even tastier
Claims tested for orange juice
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www.bakingbiscuit.com 06/2021
+ Freshly squeezed + No added sugar + Bottle, label & cap 100% recyclable + From organically farmed oranges + Sweet & Smooth + Deliciously smooth + Great taste + Tastes better than the leading brand + Now even tastier
