BrainJuicer Rolls Out Emotion-Based Pack Test

UK-based online specialist BrainJuicer has introduced a new methodology called 'The System 1 Pack Test', which imitates the real-time shopping experience by asking people to make a selection from the shelf while under time-pressured conditions.

System 1 thinking is a term developed by psychologist and Nobel Laureate Daniel Kahneman, to describe the way consumers make most of their decisions - quickly, intuitively and emotionally.

Unlike traditional research approaches which ask people to evaluate new packaging carefully and predict how likely they will be to buy it, BrainJuicer's new methodology mimics the rushed conditions under which most people shop.

The new system is underpinned by BrainJuicer's proprietary emotion measure FaceTrace, which links emotions and their relation to facial expressions.

Orlando Wood, MD of BrainJuicer Labs comments: 'By engineering a System 1 frame of mind through time constraint, the System 1 Pack Test articulates the strengths and vulnerabilities of packaging design, when it's faced with the realities of in-store shopping conditions. The approach promotes packaging that makes things fun, fast and easy for shoppers, and ensures that System 1 decision-making is at the heart of the design process.'

Web site: www.brainjuicer.com .