BP Shopper Insights Neurometric Case Study #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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2:15 – Engaging Fuel Consumers at the Street & the Pump: BP

Pay-at-the-pump gasoline pump in Indiana, Unit...

Image via Wikipedia

Shopper Insights Neurometric Case Study
EmSense and BP

  • 10000 British Petroleum gas stations and over 2 million consumers every day [BP is a great social media data quality case study – BP=blood pressure, basis points, brad pitt]
  • How do consumers interact with the gas station and visual elements. focus of what people do not what people say. [actions always speak louder than words]
  • What do people notice when they’re looking at gas stations as they drive down the street?
  • Recruited people once they arrived at the gas station so they could monitor the entire pumping experience. Needed equipment that function under varying degrees of naturalsunlight, uncontrolled lighting. Had to be able to move around.
  • Interested in cognition and emotion – easy/difficult/thinking vs like/hate [finally some methodology!]
  • Recruited several hundred people over 2 weeks. Took 20 minutes to complete each person’s gas pumping experience. Had to choose representative pumps because all the pumps are different.
  • Where do they while they pump? Right at the pump. Not at other cars. Not at the signage across the way. Pumps are quite tall and signs on top of the pump are out of site and people don’t look there. They look immediately around the price section of the pump.
  • Now a Drive-In study where you can’t hook people up with equipment. Apparently lawyers don’t like that. 🙂
  • What do drivers notice on approach? They showed videos of people approaching gas stations. Once they pass the station, people don’t think about that station anymore. Canopy tops are noted. Amenities are noticed. Price is noted. “Light approaches” are  missed [I don’t know what that is.]
  • Had people drive in to the station.  Did they noticeanything? The more cluttered pump caused confusion. The less busy pump was more enjoyable. Consumer ratings confirmed those results. Consumers want a clean station.
  • [Love how the new methods validate existing methods and identify parts where we thought wrong. See? One method does not fit all. And, one method’s results should not transfer identically.]
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