In priming effectiveness studies we evaluate the purchase intent related to certain products or brands, before and after exposure to POS materials. To understand priming effectiveness we use so-called e-priming, an implicit technique that measures response times.
Two booths are positioned before and after exposure to the POS material and randomly selected shoppers in the category are invited to a short, three-minute questionnaire. Products are displayed on a computer screen in random order and respondents are asked to indicate their likelihood to purchase. The impact of the POS material is expressed both by the increased likelihood to purchase as well as by the decreased time it takes a respondent to select their choice.