Retail insight & In-store environments
We have a range of services that show you how your end user shops and how they want to shop. Using non-obtrusive eye tracking and neurometric technology we can observe people shopping in their own retail environment. Our unique methodologies uncover those harder-to-reach answers, providing you with real business opportunities.
Neuroscientists estimate that as much as 95% of human behaviour is automatic and emotionally driven. This is especially true of the act of shopping, where purchase decisions are extremely rapid, complex and highly contextual. Eye tracking and neurometrics can identify these transient moments in a shoppers’ journey and get at what consumers often find hard to articulate or even impossible to recall after the fact.
In-Store Eye Tracking
For when traditional accompanied shops and exit interviews just aren’t giving you the information you need. Discover naturalistic in-store behaviours and motivations with non-invasive eye-tracking. Witness the shopper experience as it naturally occurs and explore;
- Shopper behaviour
- In-store navigation
- Missions & motivations
- Search behaviour & information gathering
- Path to purchase
How it works
We’re proud to be the first in the UK to use SMI systems high definition portable eye tracking glasses. This comfortable to wear mobile set up allows us to conduct unobtrusive research in-store and anywhere your customer might encounter your brand, minus the tag-along researcher.
We combine post-task interviews (using the eye tracking playback as a prompt) and analysis of the data using heatmaps, beeswarms and other visualization techniques to ensure maximum objectivity and minimum inference.
Shelf & POS Optimisation
Using our virtually projected shelf display in conjunction with our portable eye tracking glasses allows you to ‘road-test’ your merchandise and POS concepts quickly, cost-efficiently and crucially, in context! Ensure your products are performing optimally before they hit the shelves.
Retail fixture simulation helps you to explore;
- Visual search
- Promotional visibility
- Planogram optimisation
- Purchase prompts
Automated Audience Measurement
Facial recognition technology allows you to quickly and anonymously categorise the demographic profile of shoppers lingering at your display. As well as recognising age and gender, further metrics include number of viewers, levels of attention and dwell time.
We believe in the naturalistic observation of behaviour, but attitudes and the cultural context of our findings are never forgotten. Ethnography describes a large part of what we do and we frequently complement our core eye tracking approach with qualitative techniques designed to elicit every last drop of insight from consumers. Our methodology uses retrospective depth interviewing alongside our eye tracking research and we can also draw on card sorting and projective techniques to get to the root of how your brand is perceived.
In our experience, traditional demographic segmentation can throw up some very misleading results and we believe the only true way to segment is using attitudes and behaviours. We can provide in-depth in-home interviews and persona generation to complement any project, or as a stand-alone piece of research, to help you really meet your customers.
We can provide short online surveys to feed in or out of our eye tracking methodologies, either to inform the direction of our research or provide scope and context for your findings. Crafted by our quantitatively trained market researchers these can explore the prevalence of attitudes, measure appeal, rank preference and likelihood to buy or recommend your product.
Our capabilities span the whole retail experience, you may want to also consider our Print Communications and Catalogue Testing services.