Shannon Anderson:
We also find answers to questions we didn’t even know to ask. A couple of years ago, a client was testing a shift from plastic to paper packaging. While they were at it, they tested both a natural kraft paper bag and a bleached white version.
The kraft bag not only grabbed more attention, but in post-shop surveys, 40% more people said they’d be likely to recycle it. So it wasn’t just visually more appealing — it actually improved the brand’s sustainability perception.
That kind of insight is gold. You’re not just choosing a bag — you’re tapping into consumer values and buying behavior.
And like we’ve said, your media is your product. That goes for packaging, catalogs and direct mail, too.
We did a study earlier this year that brought parents and kids into the lab together to test a toy catalog. We eye-tracked both groups because we wanted to see how they look at things differently.
Parents told us price was the biggest factor. But what we saw was that kids looked at the price before the parents did. It was the fifth thing they noticed, versus the ninth thing for parents. Why? Because kids have to sell their parents on the item.
And here’s the kicker: parents who shopped with their kids spent $87 more. So maybe leaving the kids at home doesn’t actually save you money after all.
We even discovered that kids tend to look at the right-hand page first. So if you really want to grab their attention? That’s where your top product should go.
This kind of testing moves us beyond “Is this better or is this better?” It gives us the why behind the behavior.