“How does our packaging look and work online?” It is a question that we’re hearing more often from our clients, in categories ranging from diapers to dog food. And certainly, it is a relevant issue, given the growing impact of Web-based shopping — and shoppers’ increasing tendencies to do “homework” online prior to visiting the store.
With that thought in mind, Perception Research Services (PRS) recently conducted a series of in-depth interviews to observe and discuss online shopping for health and beauty products (such as vitamins, OTC medications, cosmetics, and hair and skincare products). The research process included using PRS Mobile Eye-Tracking to document what these shoppers did — including what they saw and missed — as they went through typical online shopping trips. Afterward, we conducted follow-up interviews to better understand their thoughts and reactions.