Case Study: EyeSee Closes Sustainability Say-Do Gap by Making Greener Choices Easier
By EyeSee
- case study
- Virtual Reality Research
- Shopper Research
- Behavioural Research
- Behavioural Insights
CPG brands faced a persistent gap between consumers’ stated sustainability intentions and their actual purchase behaviour. While 65% of consumers reported wanting to buy from purpose-driven brands, only 26% followed through. Existing approaches relied on self-reported data and generic messaging such as ‘eco-friendly’ or ‘green’, which lacked actionable meaning and failed to reflect how consumers actually made decisions at the point of purchase in fast-paced retail environments.
EyeSee applied behavioural research methodologies to examine how sustainability claims and packaging performed in realistic shopping contexts. Virtual Shopping technology was used to replicate real decision-making environments, allowing observation of actual consumer behaviour rather than stated preferences. Predictive Eye Tracking was applied during early design phases to identify visibility issues. Behavioural pack testing was used to assess claim wording, placement, and category positioning, with decision-tree frameworks integrated to guide iterative design refinement.
Behavioural research demonstrated that specific, quantifiable sustainability claims such as ‘85% less plastic’ consistently outperformed generic messaging in retail settings. Sustainable products were shown to account for nearly a third of CPG sector growth from 2013 to 2023, even amid inflation. The iterative approach enabled faster, lower-cost pack development cycles.
“The say-do gap isn’t a sign of consumer apathy — it’s a sign of behavioural complexity,” said Jano Chedraoui, Internal Business Development Consultant at EyeSee.
Read the full version of this case study on the EyeSee website here.
