Published: 29 January 2015 at 10:57
New research by Anglia Ruskin examines the influence of pump clips at the bar.
A marketing expert at Anglia Ruskin University is using special eye-tracking “beer goggles” to examine how we make our decisions in the pub.
Tim Froggett, Senior Lecturer in Marketing at Anglia Ruskin, has teamed up with John Dearne, licensee of the Tram Depot pub on East Road in Cambridge, to discover which pump clips work best.
The study involved 20 volunteers who wore the eye-tracking “beer goggles” and made a selection from the six pump clips on display at the bar. All the volunteers were non-beer drinkers and not familiar with any of the brands.
It was one of the guest beers – Artigianale by Everards – which received most attention, with a total of 1,485 fixations (glimpses measured using the eye-tracking technology) and was chosen by all but one person.
The pub’s own beer Tram Light, which is actually one of their best-sellers, received only 817 fixations. This suggests that when drinkers don’t know the brands on offer, the pump clip plays an important role.
The conclusion is that visual attention and consumer choice are almost perfectly correlated, although more research is needed to find out exactly what it is that grabs people’s attention.
The study is in its early stages but Tim, a real ale fan, is keen to take it further. He added: