The relevance of verbs in interrogative headlines to consumer's attention
What did I do?
The result:
The non-verb options were 70% more dominant than the verb ones, showing that a non-verb headline, under the interrogative tone, is robust to draw consumers' attention. The reason, according to the focus group feedback, is that it is "short" and "simple" and got them "straightforward."
What did I do?
- I selected the field of supermarkets, grocery essentials and the copywriting around it because it was an active field during the year 2020 and established a new mindset around the essential products.
- An AB Test, including the four most dominant products of the weekly grocery list (milk, pasta, bread and rice). I photoshopped over the well-known logos of each brand so that the participants could be unbiased. There were two categories of interrogative statements—one with the verb version and one with the no-verb version. The focus group was made by 5 people (the low number of the participants was because of the covid restrictions during Autumn of 2020).
The result:
The non-verb options were 70% more dominant than the verb ones, showing that a non-verb headline, under the interrogative tone, is robust to draw consumers' attention. The reason, according to the focus group feedback, is that it is "short" and "simple" and got them "straightforward."