To get a complete picture of what drives consumers and also take their unconscious choices into account, Prominent has established a partnership with Unravel Research; a professional party focusing on neuromarketing. On May 16th, co-founder Tim Zuidgeest presented several fascinating insights at the Global Tomato Congress in Rotterdam.
Not only in the Netherlands, but also in Germany, the United Kingdom and Poland does Prominent measure shopper behaviour. “Which decisions do shoppers make, at which moment, and why? The answers to such questions help Prominent continuously meet the needs of our consumers”, said Wim van den Berg (marketing manager at Growers United). “Still, some methods prove to not be as fail-proof as expected. Sometimes, consumers will make a different decision at the moment suprême than what they might have previously mentioned in the survey.”
From intuition to insight
Prominent gladly gives its clients well-founded advice. “Besides research among international shoppers, the insights gained through neuromarketing give our clients practical tools that are scientifically based,” says Wim. “Neurological research provides insight into shoppers' viewing and buying behaviour.”
Global Tomato Congress
Like previous years, Prominent was sponsor of the Global Tomato Congress in Rotterdam. On May 16th Tim Zuidgeest, co-founder van Unravel Research, was invited to present various fascinating insights captioned Marketing with Brains. Which influence, for example, does white or black packaging have on the buying behaviour of consumers? And does mentioning sustainability have a positive influence on the purchasing process? And which words will or will not convince consumers to purchase a product?
Tim Zuidgeest showed that consumers unconsciously find black packaging more attractive than white. Which is why they are more likely to buy tomatoes that are presented in black packaging.