Combining academia and commercial experience with an international perspective, Ana Mocanu brings a dynamic insight into her work with clients at Kantar TNS. Her passion is packaging design and she completed doctoral studies with The Ehrenberg Bass Institute for Marketing Science exploring the effect of prototypicality of packaging design on consumer choice. Her research identified optimal packaging design characteristics and she developed guidelines as to how far managers can go with innovative designs while still being perceived as representative of the category and chosen.
Ana supports her clients with compelling insights into consumer packaged goods, shopping and consumer behaviour by executing complex data analysis using big data, delivering scientifically robust reports and actionable recommendations on sound marketing theory and emerging best practice in marketing. She has published and presented her research in packaging design at various international marketing conferences and was awarded the 2012 Doctoral Colloquium Prize for The Best Paper at The Australian and New Zealand Marketing Academy Conference.
Co-Presenters: Deepshikha Gupta
The ‘holy grail’ for marketers is unlocking those decision-making moments that best influence and persuade consumers; however, the increasing dynamics and complexities of the shopping environment mean consumers are naturally developing new shortcuts and strategies to navigate stores and make purchasing decisions. Direct questioning and conventional research often reveals inconsistent insights. Integrated Eye-tracking research cracks this code providing access behaviour as it occurs to decode the mental shortcuts consumers use to make choices. Helping identify and isolate the impact of different stimuli that drive shopper behaviour, we’ll show how eye-tracking is pure unfiltered access to consumer behaviour; and delivers actionable opportunities to influence and persuade.
In a powerful showcase accessing the subliminal and conscious minds of consumers, Kantar TNS and GSK Australia reveal how innovative eye-tracking research was integral to getting to influencing the behaviours of the customers of one of their leading healthcare brands when recalled behaviour or claimed intentions did not match actual observed behaviour. The evidence-based approach eliminated qualitative interpretation leaps and helped GSK make decisions about touchpoints with a direct impact on sales. This presentation will also reveal the flexibility of eye-tracking for bespoke solutions across different channels and platforms.