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Campbell’s Soup engaged in some unusual consumer research to make decisions about soup packaging — and consumer will see the results this fall.  The video below and article, “The Emotional Quotient of Soup Shopping,” The Wall Street Journal, February 17, 2010 – subscription may be required, if you do not have a subscription, try entering the title of the article in a search bar for the back door to the article).

For two years, Campbell researchers studied microscopic changes in skin moisture, heart rate and other biometrics to see how consumers react to everything from pictures of bowls of soup to logo design.

This “neuromarketing” approach is a fresh attempt among consumer-good companies to understand how consumers really respond to marketing and advertising.

This video example might supplement a class session on packaging or marketing research.

This entry was posted on Wednesday, February 17th, 2010 at 10:49 am and is filed under Consumer behavior, Market research, Product. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.