Published: 23 March 2015 at 13:16
Tweed Brewing Company ask Anglia Ruskin to study effectiveness of bottle label.
Manchester-based Tweed Brewing Company have turned to researchers at Anglia Ruskin University in Cambridge to discover the pulling power of their new beer bottle design.
Tweed are looking to branch out with Hopster, their popular pale ale, and have been eager to learn how their labels would perform in the hyper-competitive supermarket environment.
Sam Ward, Director of Tweed Brewing Company, said:
A study was designed in which beer bottles were displayed on a simulated shelf and respondents were asked to choose a beer while their eye movements were recorded using eye-tracking glasses, called the “beer goggles”.
In order to make the task as realistic as possible within a laboratory, each “shelf” contained Hopster in varying positions alongside a changing selection of five leading competitors.
And the good news for Tweed Brewing Company is that an analysis of 72 separate beer choices showed that Hopster was the standout performer, being chosen on 44% of the occasions on which it appeared on shelf.
Further insights were generated from an analysis of the gaze data to explain the “shelf liveliness” of the Hopster label.
Dr Mike Pake, Senior Lecturer in Psychology at Anglia Ruskin University, said: