FOR CPG BRANDS

See Beyond The Obvious — What Consumers Say And What They Truly Feel

Concept testing, packaging research, brand equity tracking, ad effectiveness — all in one platform. RIWI blends traditional and neuroscience-enriched methods to capture the full spectrum of consumer insight — from stated preferences to subconscious drivers. Run it yourself with DIY tools, or partner with us for full-service.

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BEYOND THE OBVIOUS

What People Say Isn't The Whole Story

Surveys tell you what consumers consciously say. But real purchase decisions are also shaped by what they unconsciously feel. RIWI blends explicit and implicit data collection — pairing traditional survey methods with reaction-time and behavioral measurement — so you capture both stated preferences and the subconscious associations that drive choice. Used together, the two approaches give a fuller picture of how your brand is encoded and retrieved in the consumer's mind.

THE PACKAGING PROBLEM

You Invest Six Figures In A Shelf Redesign. Sales Don't Move.

Focus groups say they love the new design. You launch nationally. Sales decline. The new design never actually captured attention at shelf.

RIWI eye-tracking shows exactly where consumers look on shelf — revealing visual hierarchy, time-to-first-fixation, and brand recognition speed. You see what the pack truly does, not just what people say about it, before you print a single label.

Shelf heatmap analysis
THE AD TESTING PROBLEM

Pre-Test Scores Well. Post-Campaign Tracking Shows No Brand Lift.

Stated recall didn't predict actual behavior. You spent millions on media for nothing.

RIWI blends attention and emotional response with implicit brand associations to capture what stated recall misses. You see which frames hold attention, which lose it, and whether the ad builds a genuine emotional connection beneath the surface.

Eye tracking heatmaps
THE CONCEPT TESTING PROBLEM

Three Concepts Test Equally Well. You Pick One. It Fails.

The concepts had identical rational appeal but wildly different emotional and implicit profiles. Surveys alone couldn't tell them apart.

RIWI pairs implicit testing with emotion measurement to surface the subconscious associations each concept triggers — so you can see which one generates genuine desire, not just polite approval.

Concept testing

There's a 40-50% gap between what consumers say they'll do and what they actually do.

CASE STUDY: BERTOLLI

Should They Change The Bottle Or Protect Existing Equity?

A global CPG brand spent months debating a packaging redesign. Traditional research gave conflicting signals. RIWI gaves a clear answer in one study.

01 / 04

1. Attention Mapping

Eye-tracking compared visual attention between the existing bottle and new design on a simulated shelf. The new bottle captured attention 23% faster. Finding: New design wins on attention.

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2. Emotional Response

Emotion measurement captured responses to both designs in real shelf context. Both triggered similar levels of positive emotion. Finding: Emotional parity between designs.

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3. Implicit Associations

Response-time testing revealed the existing bottle had significantly stronger associations with 'authentic Italian' and 'premium quality.' Finding: Existing bottle owns 'premium'.

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4. Stated Preference

Traditional survey questions showed no statistically significant difference in purchase intent between designs. Finding: Surveys showed no difference.

THE DECISION

Keep existing packaging. Raise price instead.

Eye-tracking showed the new design won attention, but implicit testing revealed it would cost the brand its premium perception. Survey data alone would have produced a coin-flip decision. RIWI identified pricing elasticity as a stronger lever — avoiding a costly national packaging rollout.

Built for CPG

01 / 04
4-in-1
Behavioral signals
Eye-tracking, emotion measurement, implicit, survey
02 / 04
24hr
Typical turnaround
From launch to insights
03 / 04
200+
Countries
Via RIWI audience network
04 / 04
99.8%
Fraud detection
RIWI Verify built-in
Trusted by global consumer brands
L'OréalKraftHeinzUnileverGivaudan
L'OréalKraftHeinzUnileverGivaudan
CLOSE THE TRUTH GAP

Uncover What People Say - And What They Truly Think And Feel

Innovate with confidence. Blend traditional and neuroscience-enriched methods on one platform. Run it yourself, or partner with our team.

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