Coca-Cola SA commissioned us, Africa's leading Neuromarketing agency, to do an in-store Neuromarketing case study to investigate the consumer experience of the informal trade.
The study involved hooking consumers up to the Eye-tracking and Galvanic Skin Response (GSR) technologies as they were about to enter spaza shops and general dealers in Soweto (Johannesburg) and Khayelitsha (Cape Town).
The Consumer Insights Gathered
This gave us greater insight into what grabbed their attention, memorable aspects of their shopping journey, and what mind set they were in. This allowed us to understand whether they were being driven by emotion and giving little thought to what they were doing, or whether they were thinking deliberately with less emotion.
Ultimately, we were able to fully grasp the shoppers' emotional experience and understand what happens in their subconscious mind during their shopping journey.
Watch the Coca-Cola Neuromarketing case study here: