Klockner Pentaplast worked with Package InSight on the study, which was conducted at CUshop at Clemson University, a research lab with space to customize immersive shopping environments. Backed by statistical evidence, results indicated a strong purchase preference for rigid thermoformed packages over flexible plastic pouches, with 44% more purchases for the thermoformed cheese packaging.
Eye-tracking results found that rigid thermoforms were viewed faster and longer than flexible plastic packaging. Qualitative data confirmed this discovery by revealing that participants rated the cheese in the thermoformed package to be of higher quality, easier to open, and more hygienic. These quantitative and qualitative data points correlate with the participants’ decision-making, where the thermoformed package had the highest purchase rate by consumers.
Once calibrated to the eye-tracking glasses, participants were provided a shopping list and instructed to go into the store and select a product for each item on the list. The prompt for this study was “Sharp Cheddar Cheese.” The shopping list order was randomized to force participants to approach the shelves in different patterns. Participants were instructed not to pick up any products but only to write down the number corresponding to their preferred product choice on their checklist. Following the in-store eye-tracking study, participants completed a survey. Results for several questions revealed the following perceptions of thermoformed vs. pouch cheese packaging:
• 75% agreed that thermoformed cheese packages were perceived as easier to open
• 65.5% perceived cheese packaged in a thermoformed package to be a higher quality
• 56% perceived the thermoformed cheese package as being more hygienic
