What do consumers really look at when shopping the meat case? What kind of signage does the best job of engaging and inspiring them? To find out, the National Pork Board conducted cutting-edge eye-tracking research to determine exactly what consumers look at while shopping the meat case and for how long. The research also identified which images and messages resonate best with shoppers and inspire them to pick up meat for their shopping carts as well as the center of their plates.
The results show that images of whole cuts of pork proved to attract consumers’ attention more swiftly, and more effectively communicate the meat type (pork), than dishes that use pork only as an ingredient.
“We’re very excited to use this type of technology to understand exactly what impacts consumers when shopping for meat,” said Patrick Fleming, director of retail marketing for the National Pork Board. “Our signage and POS have to put pork front and center and give a clear call to action to effectively catch consumers’ attention and inspire them to get pork in their carts.”
Consumers also prefer signs that don’t include photographs of people, as it distracts them from focusing on the meat image. Based on the short amount of attention time that ironman signs get in grocery stores (about three seconds), the meat image may never be looked at when people are included in the photograph. Additionally, clear call-to-action taglines fared better than brand taglines in terms of participant preference.
In the featured photo at top: An eye-tracking heat map shows where consumers look first, and for how long. The red spots indicate that consumers spent the most time viewing that area.