Published Research
1,500 Minds to Perfect a Label.
subjects studied over 2 years to redesign a soup label and improve it measurably
Signal
1,500
The Study
Campbell's brought in three neuromarketing firms simultaneously for a two-year, 1,500-subject study. Using micro facial-expression analysis, in-aisle eye tracking, and pupilometry, they found the iconic Campbell's logo at the top was cognitively distracting rather than reassuring. Steam cues triggered nurturing emotional memories. The logo moved lower, steam was added, and the bowl was restyled. Result: measurable sales lift on an unchanged product.
Myelin Sheets Insight
“What your most loyal customers have stared at for 30 years may still be working against you at a neural level.”
Research Details
- Tool
- Eye-Tracking + Facial Coding + Pupilometry
- Year
- 2010
- Market
- North America
Next Step
Translate this research into your own category and creative decisions.
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