Neuro Research Study for Unilever

The Goal

Unilever wanted to evaluate two new packaging routes for one of their brands against current packaging.

What did we do

Haystack executed a neuro research study by using different neuro tools such as Galvanic Skin Response (GSR), electroencephalogram (EEG) and eye-tracking. In total, 80 shoppers wearing the neuro equipment were exposed to a virtual shopping environment to investigate the spontaneous reaction towards each package design. Afterwards, a quantitative self-completion interview, both verbal and implicit, was conducted.

Virtual Shopping Environment

Using eyetracking in this research allowed to identify which elements of the packaging draw the most attention. EEG added an extra layer to this information as it allows to see if the elements evoke positive, negative or neutral engagement. Lastly, GSR shows which of these elements provoke physical activation. In this way, Haystack could asses which element was evoking which reaction in the brain, millisecond by millisecond, and if the pack was activating people to buy the product.


Unilever got a deep insight into the real emotional appeal of shoppers for a package design in an in-store environment. Apart from assessing which pack route was the best performer in terms of engagement and activation, we also had a clear view on which detail on the pack was responsible for this reaction. Result: Unilever got clear guidelines on how to improve the packaging, up to the very detailed elements on the pack. Because details matter!

Triggered on how neuro research can add value to your business? Don’t hesitate to reach out to our expert Hannelore Goddyn.