Neuromarketing Applied to Educational Toy Packaging.

Area of Science:

• Consumer Behavior
• Neuromarketing
• Product Design

Background:

• Distinguishing factors between educational and leisure toys in consumer purchasing decisions.
• Focus on the Educa brand's best-selling educational toy in Spain.
• Analysis of consumer decision-making processes for educational toys against competitors.

Purpose of the Study:

• To propose an optimized model for educational toy packaging design.
• To determine consumer motivations in purchasing educational toys.
• To analyze the influence of packaging design elements on consumer choice.

Main Methods:

• Empirical research utilizing neuromarketing techniques: eye tracking for attention and galvanic skin response for emotion.
• Qualitative research methods.
• Neuro-qualitative study combining neuromarketing with qualitative insights.

Main Results:

• Graphic details on packaging significantly influence consumer perception.
• A higher number of questions/topics increases the perceived educational level of the toy.
• Packaging elements analyzed include brand, product family, toy name, age recommendation, game image, and text.

Conclusions:

• Optimized packaging design can enhance the perceived educational value of toys.
• Consumer motivations are influenced by visual appeal and perceived educational content.
• A social component is significant when educational toys are purchased as gifts.