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Decisions Decisions Buying the usual is easy. It’s autopilot. But buying something new? That’s work. You’re in the chilled drinks aisle, staring at a lineup of probiotic potions. You’ve heard they’re good for gut health maybe from a friend, a podcast, or some influencer who looks suspiciously well-lit. But which one? You don’t know the brands. One screams ‘science,’ another looks like a children’s yoghurt. Some promise immunity, others talk about ‘live cultures’ as if they’re running a science experiment.

An Ever-Changing Way to Shop Nordic grocery shopping used to be predictable. Not anymore One minute customers are filling their baskets with cut-price canned goods at REMA 1000. The next they are splurging on organic, hand-churned butter at Meny. Nordic grocery shoppers are switching between budget and premium. Sometimes on the same trip. It is a trend retailers cannot ignore. For years, the Nordic grocery market followed predictable patterns. Loyalty to national chains. A focus on sustainability. A preference for quality over price. But shopper data now tells a different story. Discount retailers like Lidl, REMA 1000 and Willys are growing, driven by inflation and cost conscious habits. Meanwhile, high end grocers like Meny, ICA Kvantum and Hemköp hold firm, catering to those still willing to pay for quality. This is not just a response to rising costs. It is a shift in how people shop. They are not loyal to price or premium. They are loyal to both. Basics? Discount. Treats and fresh produce? Premium. The middle ground is eroding. Retailers in that space need to move fast. Shopper insight shows basket composition is more varied than ever. This makes category level insight more important than topline market share. The question for retailers is not just who is winning. It is where they are winning and why. Recent data from The Wise Marketer highlights this shift. More shoppers are diversifying purchases across different retailers. They compare prices, shop around, and balance savings with quality. DVJ data suggests this is not a short term reaction but part of a more sophisticated set of saving strategies across the region. A study across Denmark, Norway and Sweden in 2024 revealed Danish shoppers are heading to discounters, switching to cheaper options, comparing prices, and cutting back on purchases. In comparison, Swedes favour discounters too but lean more towards private labels and lower-cost alternatives. Norwegians focus on comparing offers, buying less, and cooking more at home. Across all three markets, the move towards discounters and private labels marks a clear shift. Price sensitivity is reshaping where people shop and what they buy. Why is this? Chasing the deal Economic pressures, particularly rising inflation, have prompted many Nordic consumers to seek more cost-effective shopping alternatives. A consumer sentiment report by Boston Consulting Group revealed that 35% of respondents plan to trade down in groceries, while 39% are already shopping at low-cost grocery brands. An additional 40% indicated they are likely to increase their share of grocery shopping at these low-cost brands, highlighting a clear trend towards discount retailers. ​ The Shopper Who Buys Cloudberries in a Cost-of-Living Crisis While half the market hunts for bargains, the other half is still picking up organic wine and hand-stretched sourdough. Premium is holding its ground. In some categories, it’s even growing. These shoppers aren’t just filling a basket, they’re making a point. They’ll drive across town for a better cut of salmon or pay extra for eco-packaged oat milk. And they’re keeping the likes of Meny, ICA Kvantum and Hemköp in good health. If you’re not cheaper or better, you’re invisible. Impact on Mid-Market Retailers The simultaneous rise of discount and premium retailers has placed significant pressure on mid-market grocery stores. These retailers, traditionally catering to a broad audience with moderate pricing and standard quality, now face challenges in retaining their customer base. As consumers increasingly polarise towards the extremes of the market spectrum, Mid-tier retailers need to rethink their value proposition or risk being squeezed out. It’s all in the data Market basket analysis has become a valuable tool for retailers to understand these evolving shopping behaviours. By examining transactional data, businesses can identify patterns and associations between products frequently purchased together, enabling them to tailor promotions and optimise product placements to better meet consumer needs. This shift is not just anecdotal. With digital receipt tracking covering all major grocers, we see a clear pattern—shoppers are increasingly mixing discount staples with high-end treats. Traditional panels fail to capture this, relying too much on stock-up missions. But Spenderlog’s AI-driven, real-time insights show that category-level choices are driving this divide. Discount retailers are winning in essentials. Premium grocers are holding ground in fresh and indulgence categories. Get In Touch If you’d like to learn more about this topic, or if you have any other questions, feel free to reach out to us at   info@dvj-insights.com

Is the One They See First In every aisle, the pack is the first thing a shopper notices. It’s what catches the eye, starts the decision and shapes the choice. While it doesn’t get media spend, it still speaks every day to every buyer in every store.

The Pack That Thinks Fast and Slow Most packs are built for speed. Flash of colour. Hint of brand. Maybe a benefit if you're lucky. That works well enough when shoppers are rushing, which they usually are. Still, sometimes they stop. And when they do, the pack that got them to pause can just as easily talk them out of it. What looked bold from a distance falls apart up close. It’s loud but empty. Eye-catching but not convincing.

When there are so many choices and options in choosing a brand in-store, it’s good for researchers to get a little help to understand what gets seen. AI fills in the blanks In grocery, shoppers are bombarded with visual information every time they enter a store or shop online. Cognitive overload is a well-documented phenomenon where the brain’s ability to process information is overwhelmed by excessive stimuli. The notion that a shopper can accurately recall all the details of what they saw on a busy shelf is more myth than reality. By putting AI to work to predict visibility, we can now learn new things about the pack, the shelf and the aisle. Analysing vast amounts of data, AI provides insights into what people see when they shop – and just as important what they miss. An enhancement that solves the recall question without the complexity and cost of full eye-tracking.

Two Big Moments of Truth Mike Tyson said it best. Everyone has a plan until they get hit . The same goes for packaging. You liked the design. So did the team. It looked sharp on the board and even better on a white background. Then it hit the shelf. Next to a wall of yellow. Buried below eye level. Outshouted by a louder pack in a crowded category. The problem wasn’t the design. The problem was pretending the shelf would be kind. If it lands the hit and makes it into the basket, that’s just round one.

How Strategic CDT Thinking Is Used To Guide Shoppers and Leverage Brand Strength... In today’s competitive retail landscape, visibility isn’t just a metric—it’s a battleground. Nutrilon (a leading baby milks brand, a.k.a. Aptamil) demonstrates a powerful example of how strategic placement aligned with shopper decision-making can turn the shelf into a silent salesperson. This isn't just a well-stocked section—it’s a brand fortress. The brand has created a brand block that dominates the shelf with unified, easily navigable packaging. This consistent blue wall of products doesn’t just catch the eye; it guides the hand. By clustering the full range together—clearly segmented by stages (1 to 5)—shoppers are naturally led through the Customer Decision Tree (CDT) in a way that feels intuitive and effortless. Making It Easier for the Shopper CDTs help decode how shoppers think at the shelf—what they consider first, what alternatives they weigh, and how they simplify complex decisions. Baby Milks Category & Brand decisions often are made at home and the brand block in this picture makes it easier for shoppers to pick up the right brand at-shelf. Nutrilon removes friction from the decision process. A shopper isn’t overwhelmed with choices—they’re guided. By owning the decision points on the CDT with a strong shelf presence, Nutrilon also blocks competitors. It minimizes the space (both physical and mental) for rival brands to intrude. And facilitates in-brand switch in case of unforeseen specialty needs (e.g. child's allergies). The result is twofold: increased conversion within the brand, and greater loyalty as shoppers feel confident navigating the Nutrilon ecosystem from early infancy through toddlerhood. Why We Should Care When we understand the CDT and build our shelf and communication strategy around it, we create systems that help shoppers decide faster and feel better about their choices. At its best, CDT thinking becomes a strategic tool: it shapes planograms, packaging, messaging, and even innovation  pipelines. It’s not about selling a product. It's end-to-end shopper-centric design in action.

Blog post by Lisette Kruizinga – de Vries, based on the master thesis of Ny Thi Ha Dao (University of Groningen) Introduction: Why Packshots Matter Among the various elements of product visuals, packaging design plays a critical role in attracting customer attention. Packaging is the first aspect consumers notice and often serves as the initial factor they use to evaluate a product before making a purchase decision (Ahmad et al., 2012). Beyond its primary function of protecting the product, packaging has evolved into a marketing tool that quickly communicates the product’s value at the point of sale. When packaging aligns with customer preferences, it can effectively stand out on the shelf, build a connection with the brand, and increase purchase intent (e.g., Hubert et al., 2013; Spence, Velasco, & Petit, 2019). These findings highlight the crucial role of packaging in fostering customer engagement and driving purchasing behaviour. With only seconds to capture a shopper's attention, packshots must deliver more than brand identity—they must inform, engage, and persuade. A recent thesis from the University of Groningen, conducted in collaboration with DVJ Insights, sheds new light on this topic. By combining consumer survey data with AI-predicted engagement scores, this study investigates what truly makes a packshot influence buying intention. More specifically, it answers the following research question: What aspects of online packshots influence customer purchase intentions, with engagement (predicted by AI) as a mediator? Theoretical Background: From Attention to Intention Historically, packaging has been understood as both a protective and promotional tool. In offline settings, distinctive packaging has long been tied to brand recognition and purchasing behaviour. However, in the digital environment, consumers rely heavily on visual cues, as they cannot physically interact with the product. Building on the Theory of Reasoned Action (Fishbein & Ajzen, 1975) and the Theory of Planned Behavior (Ajzen, 1991), this study explores how attitudes and evaluations formed by viewing packshots translate into behavioural intentions—specifically, the intention to purchase. It also probes the role of engagement , a psychological state characterized by interest, attention, and emotional resonance, which is believed to mediate the link between visual stimuli and consumer decision-making. The study proposes that five packshot elements influence engagement and buying intention: Instant Appeal  – the first impression or visual attractiveness Brand Identification  – ease of recognising the brand Distinctiveness  – uniqueness relative to competitors Informativeness  – clarity and completeness of information Product Clarity  – visual clarity of product benefits and contents AI-driven assessments of the degree of engagement provided by a packshot, based on the amount of positive associations a packshot is predicted to evoke based on its visual characteristics, was tested as a potential mediator in this process. How the Study Was Conducted DVJ Insights provided a rich dataset of 219 pack tests that were tested before in their pack test solution, covering mainly brands across the FMCG, household, and living  sectors. The study employed a mixed-method approach: Survey data  captured consumers’ evaluations of packs across the five dimensions above using 5-point Likert scales. We used AI  to predict engagement scores  (i.e., to what extent the packshot is predicted to lead to positive consumer associations) based on the visual composition of the packshot. Buying intention  was measured by the extent to which the pack made the consumer want to purchase the product. Robust statistical methods, including stepwise and linear regressions  and mediation analysis , were used to validate the model and address issues like non-normality, outliers, and multicollinearity. Key Findings: Which Pack Elements Actually Drive Buying Intention? 1. Engagement Does Not Work as a Mediator Contrary to expectations, the AI-predicted engagement score did not significantly impact buying intention . This challenges prior assumptions that higher emotional or cognitive engagement necessarily translates into purchasing behaviour in online environments. This may be due to the layered nature of decision-making, where convenience, price comparison, and context all come into play. Or, which is also very likely, to the fact that AI still has difficulties in measuring emotional engagement. 2. Three Visual Elements Drive Buying Intention The top-performing packshot elements directly affecting buying intention were: Informativeness : Packshots that clearly conveyed product details, benefits, and usage information significantly boosted purchase intent. Distinctiveness : Unique design elements helped products stand out in crowded digital spaces. Instant Appeal : A strong first visual impression correlated with higher purchase motivation. Design teams should prioritize clarity, differentiation, and visual impact in the first seconds of exposure. So, a design that balances these things, would yield best results. Figure 1: Shelf example with lots of packs Managerial Implications: How Marketers Can Use These Insights This study highlights the nuanced role of packs in shaping consumer behaviour. While engagement is still important, it is not (yet?) a universal mediator for buying intent. Instead, clarity, uniqueness, and visual impact reign supreme. For marketers, these findings underscore the importance of evidence-based design decisions . With AI tools and robust consumer data from firms like DVJ Insights, brands can better align packaging design with real-world buying behaviour—ultimately converting consumers to buy. This study provides some clear implications for marketers: Invest in informative design : Ensure packs clearly communicate benefits and features. This is particularly crucial for new or unfamiliar products. Differentiate visually : Avoid "me-too" designs. Use shape, colour, typography, and layout to make the product visually unique. First impressions count : Optimize the visual impact in the first 3–5 seconds. This is often the consumer’s only interaction before making a decision. Use AI as a diagnostic tool, not a silver bullet : AI-predicted engagement is valuable for early-stage screening but should not replace behavioural testing or actual purchase data. References Ahmad, N., Billo, M., & Lakhan, A. (2012). Effect of product packaging in consumer buying decision. Journal of Business Strategies, 6 (2), 1-10. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50 (2), 179-211. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research . Addison-Wesley Hubert, M., Hubert, M., Florack, A., Linzmajer, M., & Kenning, P. (2013). Neural correlates of impulsive buying tendencies during perception of product packaging. Journal of Consumer Psychology, 23 (4), 469-484. Spence, C., Velasco, C., Petit, O. (2019). The Consumer Neuroscience of Packaging. In: Velasco, C., Spence, C. (eds) Multisensory Packaging . Palgrave Macmillan, Cham

For over a year, AI development seemed to revolve around refinement rather than reinvention. Each new release promised improvements: lower latency, smoother interfaces, more expressive conversations. It gave the impression of rapid progress, but underneath, the same foundation remained in place. GPT-4 was still the model powering it all, even when presented under new names like GPT-4 Turbo or GPT-4o. What changed was mostly how the model was delivered, not how it was taught.

DVJ Insights proudly announces the official launch of its next-generation shopper data solution, Spenderlog, in Denmark, Sweden, and Norway. This launch reflects DVJ’s mission to elevate the quality and impact of market research by offering smarter, more integrated solutions. Central to this new approach are two key partnerships with DVJ: Norstat, ensuring population-representative sampling, and CatMan Solution, providing retail intelligence and dashboarding capabilities. Together, they deliver the most advanced and reliable shopper data platform in the region. A new standard in passive shopper data collection Shopper research has traditionally relied on manual panel methods, where consumers self-report their purchases, often leading to biased and incomplete data. Spenderlog changes this paradigm by passively capturing real-time digital receipt data directly from consumers. The solution is fully GDPR-compliant, scalable, and offers far more detail and accuracy than conventional methods.   Originally developed by a Danish fintech start-up, Spenderlog has been acquired and significantly enhanced by DVJ. The platform now connects seamlessly with DVJ’s broader research solutions, offering a holistic view of consumer behaviour, from intention to actual purchase.   A representative panel built with Norstat To guarantee high-quality and representative data, DVJ partnered with Norstat, one of Europe’s most trusted panel providers. Together, they built a scientifically sampled panel of 4,000–5,000 households per country, using quotas for demographics such as age, gender, income, household composition, region, and retail preferences.   “Launching in the Nordics with Norstat as our partner has been a game-changer,” says Lucas Hulsebos, CEO of DVJ Insights. “Their local expertise and rigorous panel recruitment enabled us to bring an innovative solution to market that is both scalable and representative.”   Retail expertise embedded in delivery – powered by CatMan Solution To translate data into actionable insights, DVJ collaborated with CatMan Solution, a leading Nordic provider of data integration and dashboarding tools for the retail and FMCG sectors. CatMan’s deep understanding of the commercial side of retail ensures that clients can access the shopper data in a clear, structured and decision-oriented way,  directly supporting category and trade marketing decisions.   A local presence with global impact DVJ is an award-winning international research agency, having received seven FD Gazelles in recognition of its rapid growth. To support clients locally, DVJ has now established dedicated teams in Copenhagen, Oslo, and Stockholm, staffed by senior consultants with in-depth knowledge of the local markets. “For the first time, we can truly connect what people say with what they do,” adds Hulsebos. “This closes the loop between attitudes and behaviour, giving brands a powerful new tool for growth.”   A new era of shopper intelligence For brands operating in the Nordics, Spenderlog offers a next-generation view of shopping behaviour: passive, precise, and predictive,  all embedded in a locally supported, GDPR-compliant solution that’s ready to scale.

Marketers have always craved one thing from their media investments: effectiveness. Are we getting results? Are we driving brand growth? And, most frustrating of all, are we spending too much, or not enough? Yet despite this obsession, most marketers are still steering their media using outdated KPIs. GRPs and spend are the go-to metrics, but here’s the thing: they don’t tell us what we actually need to know .

We’re proud to share that DVJ Insights has been nominated as a finalist in two ESOMAR Award categories! Global Category – Excellence in AI and Automation in Market Research For our case: Investigating the integration of generative AI and consumer storytelling in concept development Regional Category – Best Use of Data For our case: Optimising advertising engagement with cognitive demand . These nominations highlight our drive to push the boundaries of research, combining advanced AI, consumer insights, and innovative methodologies to deliver meaningful impact for brands.  The winners will be announced at the ESOMAR Congress Awards Ceremony on Tuesday, 30 September , at the Žofín Palace in Prague.