Study Design
How can ambient light displays influence consumer behavior in supermarkets?
Develop an ambient light system for digital price tag in supermarket and do an experimental design determining whether there is a significant difference in the selection of specific products with and without our solution.
Project introduction
Efficient selection and effective search for specific products in a supermarket requires a lot of time and knowledge about the combination of healthy and unhealthy ingredients for a customer. In this study, we investigate a possible influence of ambient light displays on the consumer behavior in a supermarket. In particular, we focus on the issue of displaying ingredients. For this purpose, we did a survey about relevant information for consumers. To evaluate our study, we developed an ambient light system for digital price tag and a fully virtual environment with great simulation of shopping experience, combined with a dynamic survey. We try to identify how to help a customer to find healthy products easier and faster without disturbing or unconsciously interfering with the shopping experience. The result of the evaluation shows clear differences to conventional display types.
Project responsibilities
Do research on existing solutions and technologies, do user interviews to define user needs, propose a design concept and set a study design with a fully virtual environment for our tests, which simulates the shopping experience in a supermarket. Collect and analyze the data with SPSS to verify hypothesis.
Price Tag Redesign with Ambient
Light
System
Hypotheses
H1: Participants will select healthier food items in the conditions with ambient display.
H2: Greater recognition of nutritional information will be processed more effectively in the condition with ambient display than the condition without ambient display.
H3: Our system improves the shopping experience.
Research Questions
RQ1: How can our system encourage healthy food choice while shopping? To look into the adoption, engagement on the use of the ambient display.
RQ2:How can our system show nutrition information intuitively, effectively and in an understandable way? To look into effectiveness and efficiency with the use of ambient display.
