Shopper research using eye tracking enables you to gain deeper insights into shopper behavior and describe how different target group’s behaviour varies.
Eye tracking can help you discover opportunities and issues concerning customer purchasing behavior in relation to a specific category. In-store shopper research using eye tracking can measure and compare how the POS material performs, and which products on the shelf are most visible.
Shopper research is typically conducted in-store at the retailer or in virtual shopping environments in 3D. In both cases, the respondents are instructed to perform an explicit task, or freely explore the store without disturbing their natural shopper behaviour. We run qualitative or quantitative shopper studies to fit your research requirements.
Examples of how eye tracking can be used in in-store shopper research:
Typical questions that eye tracking research can answer:
How is the package noticed on the shelf, and how does a customer make a purchase decision?
Does the respondent compares prices or is he/she drawn purely by packaging?
At which point in the shopping process is the product introduced, and what have they seen before that might affect their decision?
Does the consumer see the POP promotion?