SHOPPER RESEARCH

Shopper research answers the following questions:

- Where do people look when they walk around a shopping environment?
- Do they look at the POS (Point of Sales)? Which POS captures the most attention?
- How does a shopper's gaze move around a shelf?

We conduct

Live shopper studies

Live shopper studies

- How a shopper navigates and the in-store journey
- Attention and actions at the point of sale
- Insight into context and influences in everyday environments

These studies typically involve smaller samples of 5-15 per cell. As a deliverable we provide videos and a multimedia report with heat maps, gaze trails and insights that bring the research to life.

Virtual store research

Virtual store research

- Test store merchandising and shelf planograms in a virtual store environment
- Quickly and easily switch the virtual store visuals
- Test the visual effectiveness of each option

Test the visual effectiveness of each option These tests are conducted in a lab with test cells of 30. The results validate the qualitative insights discovered through live shopper tests.

Shelf testing

Shelf testing

- Visibility of your product
- Insight into shopper reactions and comparisons
- Decision making behaviour
- Viewing behaviour based on demographics
- Detailed eye gaze journey (first, second, last, etc.)

These tests can be conducted in real world environments or in a lab and typically involve samples of 30 per cell. As a deliverable we provide videos and a multimedia report with heat maps, gaze trails and insights that are backed up with quantifiable shopper behaviour.

To speak to us about shopper:

Deliverables and results

Live viewing, retrospective interviews and eye tracking videos

Live viewing, retrospective interviews and eye tracking videos

Live gaze-tracking can be viewed by the moderator to see where users are looking in real time. The gaze-tracking movie can be shown to the participant after the test, and they can be asked questions whilst their memory is prompted by watching their own eye movements. This ‘Retrospective Think Aloud’ methodology has been shown to extra greater insights from follow up interviews. We also analyse and interpret eye tracking videos in detail.

Heat maps

Heat maps

- What does and does not get attention
- Where the gaze lingered (areas illustrated in red)
- Where users expect to find certain features
- How multiple designs compare

Gaze plots

Gaze plots

- Show fixation sequence i.e. the path the eye takes
- Length of fixation (larger fixations create larger dots)
A gaze is captured when the eye fixates on a single spot for at least 1/10 of a second. A line also shows the path between fixations.

Area-specific analysis

Area-specific analysis

We can create specific statistical analysis of areas of interest. You can create sections / areas of interest and analyse data such as:
- Time to first fixation
- Time spent in each section
- Percentage of respondents who engaged with certain areas of interest
- Individual or aggregated data
- Viewing behaviour based on demographics

For all your shopper needs, call us today.

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