Decoding digital CPG shoppers with behavioral science
How behavioral insights unlock new strategies to boost online CPG sales
Research participants
Game-based methodology
Applied behavioral science
Actionable consumer insights
Despite rising e-commerce trends, Consumer Packaged Goods (CPG) face stagnant online sales. With growth concentrated in a few categories, most CPG segments lagged behind. Armed with behavioral science-backed tools, Fractal sought to study the underlying reasons for this disparity and devise strategies to influence shopper behavior.
Key challenges
CPG products underperforming in ecommerce
Limited growth in some CPG categories
Most CPG categories facing stagnant sales
Lack of data to understand reasons for trends
The solution
Conundrum Ethnolab
Game-based methodology
Deconstructs say-do gaps
Decodes authentic drivers
Generating consumer insight
New York and Chicago focus
Engaged consumers
Identified ecommerce barriers
1
Developing methodology
Structured Ethnolab sessions
Integrated game-based exercises
Designed data collection protocols
2
Field research
Recruited participants
Facilitated group exercises
Gathered qual & quant insights
3
Generating insights
Searched data for patterns
Identified drivers & barriers
Formulated research findings
Shift shopper mindsets
AI contextual triggers to reengineer mental models
Mobile-first innovations
Leveling up mobile UX with deep learning
Smart product bundling
Nudge cross-category growth to unlock CPG potential
