Emotur developed a neuromarketing project for Ahembo to analyze how consumers perceive Clipper’s new packaging compared to its traditional design and competing brands.
Research Objective
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Determine the visual, emotional, and sensory impact of Clipper’s new design.
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Identify which graphic elements continue to work as key brand attributes.
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Evaluate the level of differentiation against competitors on a supermarket shelf.
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Separate the influence of flavor through a blind test to measure the experience without visual bias.
Techniques Used and Experimental Design
Ahembo adopted a highly innovative methodology. This project became one of the best examples of how the brand has integrated advanced neuromarketing techniques to make strategic decisions backed by objective data.
The techniques included:
Eye Tracking
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Visual-attention tracking to identify which elements of the can capture focus.
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Heat maps and gaze-path analysis in supermarket shelf simulations with old cans, new cans, and competitor products.
Face Coding
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Automatic detection of micro-expressions.
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Emotional evaluation of reactions such as liking, surprise, or neutrality toward each design.
Blind Test
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Blind tasting of Clipper orange flavor in its old and new formulations, along with two competitor products.
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Use of neutral cups, straws, and palate cleansers (water, unsalted crackers or breadsticks).
Real Shelf Scenarios
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Photographic and physical supermarket aisle simulations to evaluate visual impact in a realistic context.
Attributes Analyzed
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Classic brand identifiers (ship icon, color palette, legacy typography).
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Differences between old-design cues and the new, modernized visual values.
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Perceptions of modernity, tradition, freshness, clarity, and differentiation.
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Immediate emotional reactions when viewing each can.
Conclusion
This study became a strategic milestone for Ahembo: the combined use of eye tracking, face coding, and blind testing proved to be one of the most innovative and effective ways to evaluate a product redesign in the Canary Islands.
