TOPPAN Holdings Co., Ltd. Meiji and TOPPAN conduct a purchasing behavior survey aimed at “creating the sales floor of the future”

TOPPAN Holdings Co., Ltd.
Meiji and TOPPAN conduct a purchasing behavior survey aimed at “creating the sales floor of the future”
Cerebral blood flow activation was confirmed in areas associated with “interest” and “self-centeredness” in a sales floor with promotional items that stimulate the auditory and visual senses.
……
Meiji Co., Ltd. (Head office: Chuo-ku, Tokyo, President and CEO: Katsuya Matsuda) and TOPPAN Co., Ltd. (Head office: Bunkyo-ku, Tokyo, President and CEO: Masanori Saito, hereinafter TOPPAN), a group company of TOPPAN Holdings, In October 2023, we jointly conducted a purchasing behavior survey using “cerebral blood flow measurement” that will lead to “creating the sales floor of the future.”
Up until now, surveys have been conducted using methods such as interviews and questionnaires in order to understand the subconscious thoughts of customers in their in-store purchasing behavior. However, the answers obtained depending on the question setting and interview environment are subconscious opinions, and it has been difficult to quantify/visualize customers’ unconscious reactions. To address this issue, in addition to traditional methods such as interviews and questionnaires, TOPPAN is working on biological reaction research that utilizes gaze and brain activity.
As the “Meiji Bulgaria Yogurt” brand celebrates its 50th anniversary, in order to strengthen our efforts to “create the sales floor of the future,” we leveraged TOPPAN’s knowledge to conduct a survey on yogurt purchasing behavior using biological reactions. .
In addition to conscious evaluation through a questionnaire survey, we also collected unconscious data on cerebral blood flow to examine how display methods and promotional materials affected customers’ purchasing behavior.
As a result, in sales floors that use promotional materials that stimulate the visual and auditory senses, especially the auditory senses, activation of cerebral blood flow in areas related to the function of “interest and self-centeredness” was observed, making customers’ shopping more enjoyable. I got a suggestion that it is easy to connect with experience.
《Purchasing behavior survey regarding yogurt section》
・At sales floors that use promotional materials that stimulate the visual and auditory senses, cerebral blood flow is activated in areas associated with “interest” and “self-centeredness.”
・A sales floor that uses promotional materials that stimulate the visual and auditory senses received high ratings in the “fun and exciting” category in a survey.
■ Sales floors that use promotional materials that stimulate the visual and auditory senses activate cerebral blood flow related to “interest” and “self-centeredness.”
[Image 1

Comparison of cerebral blood flow measurement values ​​related to “interest and self-centeredness” in the yogurt section
In this study, we built a mock store and installed digital signage (visual stimulation = videos such as weather forecasts) and audio POP (auditory stimulation = Meiji Bulgaria Yogurt’s sound logo) at two locations: the entrance and the yogurt section. A comparison of cerebral blood flow in areas related to the function of “interest and self-centeredness” in a yogurt store showed that promotional materials that stimulate the visual sense and promotional materials that stimulate the auditory sense were more effective than in a store with no promotional materials. Measured values ​​tended to be higher in sales floors where both were installed.
[Image 2