Meiji 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.
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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 have leveraged TOPPAN’s knowledge to conduct a survey on yogurt purchasing behavior using biological reactions. did.
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 functions of “interest and self-centeredness” was observed, and customers were able to experience more enjoyable experiences. This suggests that it can be easily connected to the shopping 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 constructed 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
Comparison of cerebral blood flow measurements related to
“interest/self-centeredness” at the entrance and in the yogurt section In addition, when we compared the cerebral blood flow measurement values related to “interest and self-centeredness” at the entrance and the yogurt counter, we found that the measured values decreased in the counters with no promotional materials or in the counters with only visual stimulation. On the other hand, the results showed that the measured values increased in sales floors that had promotional materials that stimulate both the visual and auditory senses. Based on these findings, it is thought that auditory stimulation in particular influenced the activation of cerebral blood flow, and for example, by hearing the familiar sound logo of Meiji Bulgaria Yogurt at the entrance, customers felt an affinity for yogurt. This seems to have encouraged people to become more self-centered when it comes to products and purchasing. Furthermore, it is surmised that hearing the same sound logo in the yogurt section is more effective in arousing interest, which gradually subsides in the empty section of the store as it is considered “shopping as usual”.
■In a survey, sales floors that use promotional materials that stimulate visual and auditory stimuli were highly rated in terms of “fun and excitement.”
[Image 3
Questionnaire evaluation weighted average values for the yogurt section *List * Value obtained by adding weights to the 5-level evaluation responses and dividing by the number of respondents. I agree ( 2) / I somewhat agree ( 1) / I can’t say either way (0) / I don’t really agree (-1) / I don’t agree (-2)
A similar trend is also shown in conscious evaluation through questionnaires. Regarding the evaluation items related to “fun and exciting sales floor,” the evaluation index (weighted average value) was found to be higher in 4 out of 5 items in sales areas with promotional materials that stimulate the visual and auditory senses. . In addition to the excitement that comes from hearing unusual sounds in the yogurt aisle, Meiji Bulgaria Yogurt’s sound logo attracts attention and attracts more attention to the products on the shelves. We believe that creating opportunities to meet new customers will lead to an enjoyable shopping experience.
■About the survey results
From the results to date, both from unconscious data such as cerebral blood flow and from conscious evaluations such as questionnaire surveys, promotional materials that stimulate the visual and auditory senses, especially the auditory senses, have been shown to increase customers’ “interests” and “self-esteem.” The results suggest that while activating brain activity related to “gotoization”, it can lead to a more enjoyable shopping experience.
Based on these results, Meiji will work on “creating the sales floor of the future” with the aim of creating products that are loved by customers and creating an exciting shopping experience for a variety of products, including the “Meiji Bulgaria Yogurt” brand. Masu. TOPPAN will utilize various research methods and sensing devices, including this survey, to support companies in improving their CX (customer experience value) such as product development and sales promotion.
Meiji and TOPPAN will continue to jointly promote the marketing and sales of various products, expand the world of deliciousness and enjoyment for consumers, and provide “high-quality, safe, and reliable products.” I’ll go.
■Survey overview
Survey area: TOPPAN Co., Ltd. Honjo Studio
Survey target: Women in their 30s-60s
Survey method: Cerebral blood flow measurement, gaze data acquisition using eye camera, survey using questionnaire
Survey period: October 27, 2023 to November 3, 2023
Number of valid answers: 118
*When publishing the survey results included in this news release, please be sure to include the following credit.
Credit: Meiji/TOPPAN research
*Since figures are rounded to the second decimal place, the total ratio may not add up to 100%.
*Product and service names mentioned in this news release are trademarks or registered trademarks of each company.
*The information contained in this news release is current as of the date of announcement. It is subject to change without prior notice.